Summer is in the air. But for retailers and brands, this isn’t the time to sit back with an ice cream. It’s well documented that extreme weather conditions affect certain categories within the FMCG sector. And with the unpredictability of the British summer, this could mean anything for brands.
Cathy Evans, our Managing Director said: “Extreme weather conditions can have a substantial impact on FMCG retail sales, especially when it comes to the sale of certain categories of food and drink goods”.
Consumers have different needs during these times, which will result in particular brand purchases to match these occasions. We’ve already seen this in action this year as record sunshine in April boosted sales in beauty and fashion products.
Brands need to be able to react with speed and agility to meet the demands of a summer surge. The solution is “thermal planning.”
Thermal planning means that brands can rapidly react to a surge in demand during these bursts of product demand, ensuring products are available, visible, well merchandised.
And we’ve seen the results (although we can’t give away the details). During summer 2014, coastal stores for a leading retailer benefited from an uplift across the sauce category of 43%. Plus, a leading sauce manufacturer increased sales by 34% in weekly sales volumes. So during the heat of summer, sauces are hot stuff.
But what does the Thermal Planning service mean?
Well, if there is a sudden change in temperature, our field sales team is able to respond to this efficiently and effectively and be in store on behalf of your brand within 48 hours .
Come rain or shine, heat wave or big freeze, make sure you have a thermal plan in place. Because to capitalise on these surges, speed is everything.
To find out more, speak to one of our team.