Neil Catto
Weather Research
SIR; I read your Supply IT supplement with interest (The Grocer, May 13). In all the ­articles, the ultimate goal of the retailers, suppliers and consultants was to achieve 100% availabi­lity. However, it was surprising how little the consumer was mentioned.
The key to achieving 100% availability is to forecast consumer desire ­accurately.
During our research involving hundreds of ­products, we found correlations between sales and a combination of weather elements. We call this the feelgood factor (FGF). The FGF reflects the basic drivers of human needs - heat, light and water. It ­affects our moods and decision­making, as well as creating desire for particular foods.
The FGF occurs 24 hours a day and can have a large ­exponential effect on the sales of many products.