Spring is an unusual time for retail facilities management, as the challenges caused by the weather can wildly swing from one day to another before they stabilise in summer.
The strange wet weather seen from February until early May, often known simply as April Showers, can not only dampen floors and lead to additional maintenance needed to avoid leaks, but can also dampen the spirits of customers and lead them to steer clear of high streets.
The most recent British Retail Consortium report on retail spending noted that weak spending was caused in no small part by wet weather. Whilst far from the only factor, it incentivised customers already mindful of their spending habits to stay away.
However, whilst there are some issues with wet weather that are unavoidable, there are also ways to inspire people to come to your store regardless and boost interest for when the weather gets better.
Here are some strategies you can try when the sun has its hat on.
Rainy Day Discounts
Sometimes the most effective strategies are the simplest. Set up a set of rainy day discount stickers, vouchers or posters ahead of time so customers will save money if they make the effort to come out and see you.
This can link to your other marketing campaigns and create a sense of urgent excitement if the deal is good enough; after all, if customers expect a bargain on a rainy day, they are more likely to brave getting wet.
Switch Around Your Shelves For The Weather
There is an old saying in sales which goes “when it is raining, sell umbrellas”. Whilst this simply means to trade around the current market conditions, it is a very literal and very effective sales tactic in retail.
Not only can you sell umbrellas, but also warm clothes, tea, coffee, hot chocolate, hats, raincoats and other extra purchases that can get people into the door to look at your other product lines.