This document discusses how major retailers can increase sales by leveraging weather data in digital marketing campaigns. It recommends adjusting marketing based on local weather conditions in each of the nearly 42,000 US zip codes. Specifically, it suggests decreasing ad bids by 50% during certain weather and increasing by 25% during others. The document also provides an example of how temperature differences across regions in January could influence targeted advertising. It cites a case study where optimizing ads based on local temperatures increased Walmart sales by 27%.

1. How to use Weather Playbooks in
Digital Marketing Campaigns to
Increase Sales at Major Retailers
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2. Drive Retail Velocity with Weather
Geotargeting
• Weather has an impact on everyone’s daily
lives — it affects the clothing we wear, where
we’ll have dinner, and the items we purchase
• Weather “just is,” and is immediately relatable
to everyone
• It is also very clean and easy-to-use data
which means it can have a large impact on
your sales if you’re selling in major retailers
like Walmart, Target, and CVS

3. Drive Retail Velocity with Weather
Geotargeting
• Consumers are more likely to purchase certain
items based on the weather outside
– It’s more than spikes in umbrella sales when it
rains, or sunscreen when it’s sunny
• Weather affects the way that people consider
their day and opportunities, driving divergent
consumer behavior, based on their local
weather

4. Drive Retail Velocity with Weather
Geotargeting
• With nearly 42,000 zip codes in the United
States, each with varying weather conditions
at any given time, shouldn’t you be adjusting
your marketing based on the oldest form of
“big data” in the world?

5. Drive Retail Velocity with Weather
Geotargeting
• For example, when it is 38 and raining in many
areas in January, other cities enjoy 70+ degree
weather with clear skies:

6. Drive Retail Velocity with Weather
Geotargeting
Adwords Bid Adjustments for Weather
• Weather is a key element that most marketers don’t
leverage when developing AdWords bid strategy
– But weather has a major impact on store traffic and sales
volume in most product categories
• By tailoring your advertising to weather, you can make
it easier to get your products into more consumers’
hands
• By using automated bid adjustments, marketers can
easily increase and decrease campaign bids based on
the user’s local weather

7. Drive Retail Velocity with Weather
Geotargeting
• For example, you may opt to decrease campaign
bids by 50% during certain conditions and
increase by 25% in others to maximize
conversions
• Indri has released Weather Playbooks to address
this advertising variable
• It’s proven to work
– Check out this Case Study: Optimizing AdWords Based
on Local Temperatures Increases Walmart Sales 27%

8. 38%
45%
25%
22%
20%
4%
12% 5%
10% 19%
Ad Spending
Time Spent
USA 2013
Consumers’ Time is Increasingly Spent via Digital
TV Internet Mobile Radio Print
Most clients underspend on Digital by 20%-40%

9. 94% Of Your Visitors Don’t Convert
On Your Site
Ability to Optimize via:
• Geo Targeting
• Weather
• Day Parting
• Retargeting Non-buyers
• Employing Drafting Strategies
Geolocated
Display
Ads

10. Drive Retail Velocity
• Drives interaction and lifts
brands
• More efficient than
traditional media
• Essential to reaching an
audience
• More effective than you
think!
• Drives SEO
• Enhances effectiveness of
non-digital channels
• Effective across entire
customer journey
• Drives word of mouth at
scale
Digital
Advertising

11. Drive Retail Velocity with Digital Advertising
• 94% of retail sales still happen in person
• Online activities drive these transactions more than ever
• There’s a direct correlation between someone seeing an
online ad and then shopping in a brick-and-mortar store
Geolocated
Display
Ads

12. Drive Retail Velocity with Digital Advertising
• Display advertising, especially when combined with
remarketing, is a proven driver of retail velocity
• By targeting geographic drive-time radii around the
stores that carry your products, you engage with
customers at the moment of purchase decision
• It’s a great reminder to them to look for and buy
your products now that they are in-store
Geolocated
Display
Ads

13. Drive Retail Velocity with Digital Advertising
• Retailers judge product success, sometimes
harshly, on their velocity at retail
• Not enough sales means the products get pulled
from the shelf
• So how do you use digital to push retail sales at
retail?
Geolocated
Display
Ads

14. Drive Retail Velocity with Digital Advertising
• First, different retailers have different customer
profiles of their users and geographies
• For example, Walmart shoppers are different from CVS
shoppers
• We start by understanding what the sales goals are
at each retailer
• Then we overlay a deep consumer segmentation as
kids’ products are very different from health &
beauty items
Geolocated
Display
Ads

15. Drive Retail Velocity with Digital Advertising
• How many impressions do we need to drive a sale at
each retailer?
• What are the top 20% of retail stores that drive the
most sales volume?
• Are there better days of the week?
• i.e., Kids’ products sell better on weekends
• Are there other correlating factors to sales?
• i.e., Temperature, Weather, or Holidays
The result of a finely tuned retail campaign from Indri?
A 40% incremental increase in retail sales.
Geolocated
Display
Ads

16. What we do

17. Drive Local Shoppers
Geo Display Ads to Drive Retail
• Text
• Banners
• Rich Media
• Media
• Social
Advertising
Geolocated
Display
Ads

18. Repeatable Playbooks = Consistent Results
Geo Target Weather Day Part Non Buyer Drafting
Database of all major
US retailers to drive
traffic by store
Adjust media spend
by day by buyer
location
by weather
Mobile usage tends to
be highest early and
late in the day
96%+ of your visitors
don’t buy. Retarget
them via
programmatic
ad buying
Draft off competitors TV
or media spend in
real time

19. Improve and Enhance Your Campaigns
• Optimize Based On
Thousands Of
• Variables
• Locations
• Products
• Real Time
• Optimized By Keyword
and Device
• Data Analysis
Constantly Improves
Conversion Rates
Optimize
Campaigns

20. Playbooks on Weather
Adjust Media Spend by Day, by Buyer Location, by Weather
Seasonal Product Sales Lift 27% After
Campaign is Optimized for Weather
Optimize
Campaigns

21. Leverage is Delivered Through Automation
Powerful and Highly Customizable Templates
• Full CSS Control
• No IT Needed
• Code Free Visual Editor
• A/B Test Copy & Images
Landing
Pages
• Drives ROI
• Sell Related Products
• Increase Brand and
Messaging Control

22. Setup an Introductory Phone Meeting!
http://indri.co/contact-us/

23. Thank You!