News Staff August 22, 2018

Consumers are less likely to shop online if the weather is good, according to Ulrich Thonemann, Director of the University of Cologne’s Executive School.

Thonemann, with Sebastien Steinker and Kai Hoberg from Kühne Logistics University, worked with a Europe’s largest fashion retailer, Zalando, to analyse how weather affects online demand over a period of two and a half years.

They found that sales were generally lower on days with better weather and that this was particularly pronounced at the weekend.

Ulrich says: “Our research suggests that incorporating weather data – even just a seven-day overview – into online sales forecasts can give companies a competitive edge.”

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