Retailers and their property managers are more than aware of the effect that extreme weather phenomena can have on staff and customer numbers, even when said weather is safe enough for a shop to even open.
However, whilst most store managers will focus on an action plan that will help them keep open during blizzards or heavy rainstorms, heatwaves are not only increasingly common, but they are more likely to keep customers away from your store.
The British Retail Consortium recently published findings that suggested that the extreme heat was a major factor in why high street footfall was three per cent lower than it was last year.
One major issue is that in homes that are designed for insulation rather than for air conditioning, the atmosphere can be so humid and oppressing that the idea of spending a lot of time in what could potentially be a stuffy, busy shop is something to dread rather than enjoy.
This is a bigger problem in the UK and some parts of Europe than it is in the US, where air conditioning is more widespread, but it does alter shopping behaviour.
The most simple way to get around this perception is to provide a comfortable environment whatever the weather. Ideally, this would involve having an AC system, but if that is not possible, scattering a few fans in strategic high-traffic areas can create a similarly refreshing breeze.
Make sure to make your staff a priority; if your checkout operators and retail staff are cool and comfortable, they are also able to focus and concentrate on making the customer experience as good as possible. Keep an eye on the temperatures as well; if it gets too hot to safely work, put them first.
Beyond the in-store experience, present your store as somewhere to go in summer. Part of this is decorating your shopfronts with a summer theme in mind, but also collaborating with local businesses that thrive in summer such as ice cream vendors.