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Bravissimo says weather forecast data boosted its online sales

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Bravissimo reported a 600% rise in sales of swimwear in three months after tuning its pay-per-click (PPC) search campaigns into local weather reports.

The lingerie and clothing retailer used software solution weatherFIT to enable PPC campaigns to be tailored in real time to local weather data. Over the course of March, April and May this year, the company reports a 599.5% growth in revenue from its online PPC-campaign, compared to the same period last year. Its conversion rate also rose by 103% – despite the fact that, as a whole, 2012 has been a particularly wet year.

Bravissimo also used the technology on a three-month campaign to promote its Pepperberry range of dresses (pictured). Sales rose by 77.95% and average order size by 77.96%, compared to the same period in 2011.

Fiona Lomas, senior marketing manager at Bravissimo, said: “The results of our first campaigns using weatherFIT really speak for themselves, helping us to drive a major increase in PPC revenues.

“Using it to fine-tune our PPC advertising and promotions by taking into account local weather conditions really boosted sales in the crucial run-up to the holiday season – especially as the poor weather earlier in the year meant that consumers were spending more time at home. We will certainly continue to use weatherFIT as part of our online campaigns strategy.”

WeatherFIT from Fast Web Media, integrates with Google Adwords to allow PPC campaigns to be adjusted in real time in the light of local weather data. Companies can then act quickly to react to local weather conditions, tailoring online adverts and promotions to fit.

Digital marketing agency Fast Web Media was bought out of Microsoft in 2009 in an MBO.

Our view: Online marketing campaigns that react to local weather conditions have been spoken about as a future phenomenon in recent years. Now it’s becoming a reality. And certainly Bravissimo’s story seems to suggest that taking account of local conditions can give a real boost to online retailers.


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