Estimation of non-catastrophic weather impacts for retail industry

Abstract

Purpose – Weather is often referred as an uncontrollable factor, which influences customer’s buying decisions and causes the demand to move in any direction. Such a risk usually leads to loss to industries. However, only few research studies about weather and retail shopping are available in literature. The purpose of this paper is to develop a model and to analyze the relationship between weather and retail shopping behavior (i.e. store traffic and sales). Design/methodology/approach – The data set for this research study is obtained from two food retail stores and a fashion retail store located in Lower Bavaria, Germany. All these three retail stores are in same geographical location. The weather data set was provided by a German weather service agency and is from a weather station nearer to the retail stores under study. The analysis for the study was drawn using multiple linear regression with autoregressive elements (MLR-AR). The estimated coefficients of weather variables using MLR-AR model represent corresponding weather impacts on the store traffic and the sales. Findings – The snowfall has a significant effect on the store traffic and the sales in both food and fashion retail stores. In food retail store, the risk due to snowfall varies depending on the location of stores. There are also significant lagging effects of snowfall in the fashion retail store. However, the rainfall has a significant effect only on the store traffic in the food retail stores. In addition to these effects, the sales in the fashion retail store are highly affected by the temperature deviation. Research limitations/implications – Limitations in availability of data for the weather variables and other demand influencing factors (e.g. promotion, tourism, online shopping, demography of customers, etc.) may reduce efficiency of the proposed MLR-AR model. In spite of these limitations, this study can be able to quantify the effects of weather variables on the store traffic and the sales. Originality/value – This study contributes to the field of retail distribution by providing significant evidence of relationship between weather and retail business. Unlike previous studies, the proposed model tries to consider autocorrelation property, main and interaction effects between weather variables, temperature deviation and lagging effects of snowfall on the store traffic or the sales. The estimated weather impacts from this model can act as a reliable tool for retailers to explain the importance of different non-catastrophic weather events.