| Data Table Legend (Versus Last Year): | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| Much Colder <=-5° | Colder -1° to -5° | Similar -1° to +1° | Warmer +1° to +5° | Much Warmer >=5° | |||||
| Much Wetter >200% | Wetter 125% - 200% | Similar 75% - 125% | Drier 50% - 75% | Much Drier <50% | |||||
| Much More Snow >200% | More Snow 125% - 200% | Similar 75% - 125% | Less Snow 50% - 75% | Much Less Snow <50% | |||||
Weather Console:
A long-range and historical charting tool for micro-marketing opportunities at a single location, region, or custom retail geography. This tool shows both the forecast max, min, average temperature (lines on the chart) but also how it's different than last year by day, or week (bars). Daily views are great micro-marketing tools to determine how favorable or unfavorable a weekend will be, or if a mid-week Wednesday event offers better weather. Precipitation trends compared to last year can be displayed weekly for 28 or 35 week periods. Historical charts back to January 1992 are created dynamically for any geography with historical snowfall metrics displayed in the data table below the chart for U.S. and Canada locations.Business Application: Quickly identifying the best periods for a marketing event, store display or advertising campaign is simple with the weather console charting tool. It's also a great way to identify prolonged periods of hot, cold, wet or dry weather to assess the risk of floods, droughts, heat-waves or extended cold snaps. Finding the best weeks for a Sunday circular (FSI) is simple and effective. Get your message in front of the customer in the right weather and the expensive flyer will be very effective. How often have you seen a flyer promoting a Spring product like bedding plants or fertilizer only to have snow on the ground? These costly mistakes have been reduced many times by WTI clients. In April 2007, WTI forecast a frigid, snowy Easter and recommended that Spring promotional events be pushed up 4-weeks into middle March or back into early May. Easter 2007 ended up as the coldest/snowiest in 16+ years. In 2008, WTI warned that Easter 2008 would again fall in a cold, wet, snowy week and that early to middle April would be the strongest period of the entire Spring season. Several clients shifted events away from Easter into April and had triple digit sales gains for seasonal items like outdoor furniture, deck stains, fans, etc. These were simple low risk decisions made by a quick glance of these weather console charts.
