Recent large-scale natural disasters caused by seasonal storms (extreme weather conditions, winter weathers, hurricanes, tornados, etc.) over the past several years have increased consumer awareness of the importance of preparing for weather-related emergencies. With winter at hand and the hurricane season not quite over, GMDC suggests in their latest industry report (Seasonal Best Practices: A Plan for Seasonal Merchandising) that extreme weather - storms - should be merchandised as a seasonal event. Amazon has a site related to this issue, and many supermarkets, such as Publix, have endeavored to be a source for products important for survival during and after hurricanes or any type of extreme weather.
The GMDC report proposes that retailers:
- Work with suppliers at least six months before the storm season to identify items consumers will need for the storm season; plan shipments; and develop shipping contingencies if the storm disrupts normal logistics.
- Build displays of storm-preparedness products and promote the availability of these products in their weekly ad and other communication vehicles.
- Identify additional products that will be needed in case a storm with devastating wrath disrupts essential community services, such as power and water, and causes excessive damage to homes and businesses. Retailers don't necessarily have to carry these "worst case scenario" products in all their stores, but should know how to quickly source and deliver them to needed areas immediately after the storm.
GMDC cites that retailer benefits of adopting the storm season as an "event" include:
- Making shoppers aware of supplies they might need if/when violent weather strikes.
- Establishing robust inventories of storm-related products to absorb the initial surge of business generated from violent weather forecasts.
- Increasing sales based on better meeting shopper needs.
Discussion Questions: Is there potential in leveraging the storm season as a market opportunity? Should retailers be the conduit for disseminating consumer information about preparing for storms?
CLICK to download a copy of GMDC's industry report, Seasonal Best Practices: A Plan for Seasonal Merchandising