No one will ever forget how well Bill Murray portrayed the frustration of repeating the same routine day after day. “Groundhog Day” may have debuted in theaters in 1993, but many marketers feel the same frustration today in their own professions.
Financial services, auto and home improvement companies are just a few of the marketers who can benefit from snow days. On the days when schools and businesses shut down due to weather, e-commerce picks up. In an email sent to Target Marketing on Tuesday, IBM reports that Web sales in the Northeast "accounted for 24.6 percent of all U.S. sales" on Monday. "Consumers spent the day at home, looking for deals online," writes Doug Fraim, manager of external relations for IBM Commerce.