Marketing seasonal: Dynamic weather display

Throughout the year, you probably use the seasons to your store window and your store and hold your visitors' attention. We know that has an undeniable impact on customers' habitsmorale and customer behavior. To make the most of this, dynamicdisplays and dynamic screens is your solution!

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Simple, effective and practical, your screens can be programmed to broadcast the information of your choice to your customers, depending on the day's weather. Here are a few examples of campaigns you can set up in your sales area.

What is weather-reactive digital signage?

Weather-dependent or "weather-reactive" advertising is a type of contextualized advertising, defined as the adaptation of your advertising content according to weather conditions. This type of communication can also lend itself to internal communication needs , notably to disseminate prevention messages.
With digital signage and digital outdoor advertising (DOOH), retailers can change their ads instantly, whether in-store or within an outdoor advertising network. Thanks to programming software and real-time data, advertisements can be highly targeted and displayed only under certain weather conditions (when the temperature drops below a certain threshold, or when it's raining, for example).

→ On our blog page, we've compiled a number of tips to help you prepare your campaigns for next summer: Reactive digital signage and in-store meteo-reactive.

Dynamic display of marketing seasonal

The aim of marketing is to influence sales through weather conditions.Digital signage is the tool that will enable you to implement your strategy and take advantage of it for summer sales.

Your shop window is a landmark for your visitors. Boosting it with screens makes it modern and interactive. However, there are a few rules to be observed to maintain your attractiveness rate, such as :

• adjusting screen brightness: in summer, light is brighter, and without the right adjustment, the screen can become unreadable.
  
  
• orientation of the screen: if you place it facing the sun, your visitors will be blinded and won't stay in front to watch your commercials. Look for the best broadcast angle in your window.
  
  
• seasonal products: this type of product has a greater psychological impact on customers than other products. Remember to highlight them as soon as the sun sets and the weather cooperates, to take advantage of them and clear your stock before the end of the season.

🌞 Summer poster campaign: the weather cycle

In professional jargon, we talk about reactive weather digital signage campaigns. The system is simple and ingenious: you create several campaigns that are activated directly on your screens according to the weather. You use weather-reactive digital signage programming.

Let's assume that you have 3 or 4 commercials highlighting your products or services. You decide to broadcast them when the weather is mildest.

Some examples of dynamic weather displaysmarketing

• You offer modern, designer swimwear in a visual clip. The spot is programmed when the sun is shining or the day's temperature is between 24°C and 30°C. The spot is then played on the screens in your shop window, attracting your target audience to make a "coup de coeur" purchase.
  
  
• Selling swimwear on a rainy day is a real challenge. With digital signage, you can project a sunny commercial with a special promotion. You'll trigger exceptional purchases.

Weather-driven digital signage is a tried and tested technique. Many commercial strategies and marketing are based on the emotional relationship triggered by the day's weather with occasional shoppers.

❄️Campagne digital signage in winter to boost sales

Even though sales generally tend to fall in winter (especially when the weather is so gloomy as to discourage people from getting out of the house), a number of retailers and businesses are seeing their sales soar. Sales of essential items are on the rise, such as warm clothing, boots, winter tires and DIY and home maintenance items. Businesses offering services, such as mechanics, insurers and plumbers, are also seeing their sales increase as the weather worsens. Take a look at your sales figures over the last few years: have you noticed a trend in winter sales? Can you anticipate them? 

Be sure to get ahead of the curve by creating compelling content during the fall, so you're ready to use it as soon as you need it. Think about how your products and services will be used during the winter, and create a variety of static and dynamic ads that you can run. Divide this distribution between your in-store digital signage screens and public screens (devices located in your own shop window or outdoor screens operated by a DOOH programmatic advertising service provider).  

Creative dynamic content on your screens

Creative and varied content displayed on screens is more profitable, especially if your business has a window overlooking the street. If not, don't worry: an intelligent, dynamic indoor strategy works too!

If you want to optimize your shop window with digital signage, think about :

• offer lively, fun advertising content in summer colors, featuring seasonal standards
• let your visitors know that you have air conditioning in your store, or that you offer cold drinks, or that a service fast-food outlet is available...
• broadcast your summer promotions live. The programming system allows you to stop advertising when minimum stock is reached or when there is no stock at all.
• use major national or regional summer events to showcase your business (Tour de France, World Cup soccer, etc.). Any opportunity is a good one to monetize your screens and offer advertising space to partners for these events!
  

How can you make your content weather-reactive?

Unless you only have one or two screens and are prepared to load your content manually when the weather changes, you're going to need a service capable of automating a response based on weather conditions. Your digital signage content management system needs to take this into account. The digital signage solution Cenareo solution includes a weather response function that allows you to program your screen fleet to automatically display different content depending on the weather.

Seasonal advertising is nothing new, butautomating the delivery of ads according to weather conditions is an option that has only recently become available to small businesses, thanks to the evolution of digital signage content management solutions.

Read about some examples of digital signage installations and the feedback received from point-of-sale managers such as Triumph, VandB and Etam here.

Cenareo offers digital signage software intuitive, scalable and perfectly adapted to the needs of communications professionals in all sectors of activity: Point of sale, Internal communications, Hotels and Restaurants but also DOOH.

If you're planning to start distributing adapted content this winter, we can help you. Please don't hesitate to contact us.

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To find out more about digital signage :

• Why do screens work in stores?
• 5 points for an effective dynamic shop window
• What is the ROI of a digital signage campaign at the point of sale?