Summary
Again I am heraing about the weather and its affect on retail sales in the United States. It may be true that this September may have been a warm one, but I have some trouble saying that is the reason that sales are down on fall goods. I am sure the consumer knows that the weather will not stay high the rest of the year. The consumer knows that he/she will need a sweater the next month or as a Holiday gift in December. Maybe the reason that the sales are down has more to do with the higher retail prices on the goods and our shopping savy consumer is waiting for the discounts to begin. Why spend top dollar in September when the same goods will be 20-40% or more off in a few weeks? Retailers do this to themselves every year. They are all predictable in their merchandising. The consumer knows when the goods hit the floor and they can also predict when the discounts will begin and when. Maybe it is time to stop blaming the weather and start looking at the merchandising strategy.
Analysis
Retailers need to change their merchandising plans. It is easy to blame the weather, competition, the war and even sun spots for the lack of foot traffic and sales per transaction. When all the retailer needs to do is look inward and admit that their strategy is outdated, predictable or even just wrong. I am not a professional shopper but I do know when to purchase items at different stores. Every year the goods go out and the same merchandising philosophy is being used. It is almost like they are saying, "It worked then and it will work today." But the problem is the customer remember then and last year and they know that this year will be the same. Retailer use your God given brains and use some imagination with the merchandise mix and the promotion of the goods. Keep the consumer guessing and make them come back often not just when they know you will be promoting the goods.
