Weather is a scapegoat for poor sales, says report
Sunday 27 November 2011
Retailers too often blame extreme weather for poor sales, according to a white paper by KPMG and market researcher Synovate that will be released later this week.
The paper says that these factors were sometimes "overplayed too heavily", and recommended that stores improve their risk analysis and buying strategies to overcome weather problems. Helen Dickinson, KPMG's head of retail, said: "The best retailers are prepared for the unexpected."
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