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Snow Day: How Rotten Weather Presents an Opportunity For E-Commerce

Snow Day: How Rotten Weather Presents an Opportunity For E-Commerce

Here we go again, folks! Once more, the winter weather has had a real impact on much of the country, as everybody’s best friend – the Polar Vortex, which brings sub-zero temperatures everywhere it goes – combines forces with a snow-packed storm front. You know what happens when it’s freezing cold and snowy: businesses, governments, and schools are closed. Thousands of people are stuck at home.

What do thousands of people do when they’re stuck at home? If they’ve got power and internet access – and generally more people do than don’t, in any given weather event – chances are they’re online and shopping. Bad weather is the brick and mortar retailer’s nemesis, but it can be the e-retailer’s opportunity. A few weeks ago we discussed how you can stay productive in the snow, but now we’d like to show you how e-commerce businesses can take this opportunity to the next level.

The responsive, agile e-retailer will have bad weather campaigns designed and ready to implement ahead of time. If you haven’t done that, don’t despair. Something as simple as a Flash Sale can generate website visits and sales you wouldn’t have otherwise gotten: make sure to promote the event heavily on social media throughout the day.

Make sure your message is in no way cavalier or disrespectful of people who are actually suffering from the weather event. Brands have gotten into trouble when their messaging appears to trivialize the weather’s impact. Before you post any messaging, test it by reading it to some trusted employees, friends, or colleagues. Having more than one set of eyes at this point is essential!

If you are in the heart of where the bad weather hits, more important than capitalizing on the legions of customers who are trapped at home and bored is being of service to your larger community. Sharing information about emergency assistance, warming stations, and the like may not drive sales in any meaningful way. However, they can help cement your position as a business owner who is sincerely concerned with making your community a better place.

Either way, a stormy day presents an ideal opportunity to connect with your customers. Taking advantage of wretched weather needs to be part of every company’s strategic messaging plan. If you haven’t considered this before now, it’s a great time to start. Because if there’s one thing that’s certain in this crazy winter, it’s that there will be at least one more snow day coming!


Photo by: Yasya Fogelgardt

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office