The sun was shining over Paris and pretty boiling it was!
The fan crisis in France could have been the best marketing opportunity of Amazon, this past week, during the heat wave. The only problem is that Amazon probably didn’t think of preventing it. If they successfully did work on their SWOT and PESTEL, they could have sold much more this month.
The context behind it?
France got hit with a massive heat wave a few days ago. 40 degrees was announced.
What really happened?
As soon as the Parisians heard about it, they started packing up their winter clothes and rushed into stores to buy the best quality fans in the market. Up-Coming sales were expected to be +10%, but in reality, it was more like a +70%. Curious to see what happened to your old fans? This is a question to answer in a later article.
Out of stock!
Unfortunately for some, demand was higher than the offer. 4 on 5 French families didn’t get to the store on time to get the right fan for the household. Every store in the capital was out of stock by the time of 4 days before the heat wave. The press did their job right, to pretend fans were sold out a few hours after announcing it on the radio, press and all live streaming news forum or app.
Sharing is caring.
Offices and incubators were ready for it, a long time ago, so getting together was the best solution to fight this heat wave! But more people used the public transports to commute, buses and metros were full, a marketing campaign was launched to promote the use of Lime in the city! (It worked on me, I did use Lime after seeing the effect of the wind on your sweaty face after a small walk from work.
On the other end, shops and malls started to promote their “-60% sales” biyearly promotion to attract visitors and shoppers to buy sustainable and lighter clothes (Dior). Fashion shows were at the highest visitors rates this year (+70% since last year), brands flourishing their venues and opening its air to outdoor experiences (like Défi l’école, on a péniche). On one note, the sun was the theme of many of them 😉
Notice something weird? The flower trend is circular, it keeps coming back! One this changes everytime, the technological advancement. Your flowerish top was once made in cotton, now it’s mass manufactured in this new cool synthetic cotton that can breathe and protect you from hydratation. – Check-out more on storytelling in our next article
Coffee shops did quite the same, as well as Deliveroo and Uber eats! On time for the women’s world cup 2019!
Amazon could have prevented it if they did well their PESTELs and SWOT analysis beforehand, preventing the Sold-out effect!
Imagine just, every store is out of stock. “Amazon is the only service offering fans for the French people, free delivery included!”
A slogan could work:
“Livraison rapide, même sous la canicule! “
Learn more about Guerilla marketing
Spark business is thinking outside of the box. It is exactly defined as guerilla marketing = advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity.
This guerilla marketing strategy was triggered by the heat wave and the press leaking it. Everything was a butterfly effect over this, a reason to boost your product to an, even more, broader audience. A trend we could prevent in advance!
What I am saying is that we can predict up-coming raises of sales, so why don’t we start to analyze these data and predict it together?
Last advice before I meltdown 🥵
Drink up a lot of water🚰, stay in fresh areas 🌳, eat healthier (poke time!) 🥗 and especially get together for a fresh beer 🍺 at Seine’s favorite place, Faust 😉
For the luckiest baccalaureate graduates, go on to the beach 🏖️