Running a successful direct-to-consumer (DTC) business is heavily dependent on a strategy based on a deep customer understanding. While a lot of DTC businesses can successfully identify customer demographics such as age, gender, and location, there are a few elements that could make a strategy even better, such as using historical weather data by city to predict customer demand and run successful marketing promotions.
How historical weather data by zip code benefits DTC companies
For DTC companies trying to create an amazing customer experience, it needs to take everything about a customer into account. If companies have a deeper understanding of weather history by date and location for customers using their zip codes, they can better serve needs by customizing offerings and creating a better experience overall.
While there is much ado about weather forecasts, using past weather can be important for planning and analysis across different industries. We all know that winter for a Los Angeles consumer is not the same as a Boston consumer. A summer for Indiana is not the same as a summer for Nevada – but how does that apply in practice?
We’ve looked at a few types of DTC businesses to give you an idea of how DTC companies can benefit from using historical temperature data by zip code in their overall strategy.
Beauty and skincare
For beauty and skincare DTC companies, knowing historical weather data by zip code for customers helps you create products that truly meet their needs. That earlier point about winter being different is essential here.
Customers based in colder climates will likely need products for dry skin versus someone in a hotter area. Similarly, for hair care brands, historical weather data by city can be useful for judging humidity, dry heat and colder temperatures and advertising products accordingly.
Gardening
For plant-lovers and green thumbs, weather is hugely important. It dictates the kinds of plants they will be interested in, how they take care of their garden, and what tools they’ll reach for as the seasons change. Looking at historical weather data by city, gardening DTC companies can better predict demand and supply for products based on seasons and run targeted promotions to gain more new customers.
Clothing
Seasonal demand for clothing is constantly changing, and as you look at historical weather data by zip code, you’ll see that customers need different clothing based on their location. Someone in Boston might be looking for chunky sweaters during January or February, whereas someone in California might be looking for a light cardigan those same months. You can order clothes with more accuracy if you have the right data to help guide you on customer demand based on historical temperature data by zip code and predict sales more effectively, leading to more revenue.
These are just a few types of DTC businesses that can benefit from accurate historical temperature data by zip code. We’ve also done some analyses to help DTC companies in the beer and wine space, such as our analysis of Oregon’s beer consumption habits and weather. We also looked at the role of weather sensitivity for food and beverage industries, such as meal kit start-ups.
Running detailed analyses on weather and looking at historical weather data by zip code can give you better insight into what customers might need. This not only helps in product development but marketing strategy, so it’s a full-circle area for your business. You can create relevant products for different customer segments and market them more effectively, giving your DTC business a significant competitive edge.
