Reima North America

Testing weather data paid off: Reima increased its sales by 75% by utilizing rain data.

+75%

POAS Increase

+47%

Conversion Rate

3,098

Counties Targeted

Client

Reima is a children's clothing manufacturer known to all Finns, which focuses especially on high-quality and weather-resistant outerwear. Reima's range includes, in addition to outerwear such as overalls, jackets, outdoor pants and rain gear, also shoes, accessories and technical clothing. Founded in Finland in 1944, the company is now the world's leading functional children's clothing brand, delivering responsibly designed clothing, shoes and accessories to over fifty countries. North America (United States and Canada) is an important market for Reima. There, local families are particularly interested in high-quality outerwear, including rain jackets, rain pants and other waterproof outerwear.

Objective

Seasons and the changing weather that comes with them strongly drive demand for children's outerwear. When autumn rains begin, sales of rain gear pick up. When autumn turns to winter and temperatures drop, sales of winter overalls begin. Weather has a significant impact on demand. Reima wanted to leverage the demand that changes with the weather and always be ready to offer quality weather-resistant products when demand for them is strongest. North America is a vast market area, so simply looking at average temperature or rainfall is not enough to guide advertising budget allocation. A more precise model was needed to target advertising budget to those days and areas where demand increased due to rainy weather.

Solution

Intentio built an automated A/B test that utilized rain forecasts in 3,098 counties across the United States. Version A targeted advertising to counties where it was raining and version B to counties where it was not raining. Both versions advertised rain gear.

Data / Weather Targeting
No rain locations
Rain locations
Period:April 11 - May 8, 2024
Locations:3,098 US counties
Update freq:Hourly

Results

The A/B test produced excellent results. Rain gear sold better in counties where it was raining and advertising began to be targeted based on this principle. POAS (profit on ad spend) increased by 75% and conversion rate increased by 47%.