We are set for a scorcher of a summer apparently, with the Met Office predicting above average temperatures for June, July and August. This no doubt will mean a shopping frenzy around barbecues, burgers, buns and beer - and that is before we look at salads, sauces and suntan cream.

We are set for a scorcher of a summer apparently, with the Met Office predicting above average temperatures for June, July and August. This no doubt will mean a shopping frenzy around barbecues, burgers, buns and beer - and that is before we look at salads, sauces and suntan cream.

We Brits love a barbecue - indeed, according to TNS BMRB, 18.5 million adults in the UK have a barbecue at home. After a couple of sunny Spring bank holidays have whetted our appetites, consumers should have a huge appetite for some outdoor eating and be happy to spend money on impulse purchases as well as the essentials. Even with our unpredictable climate, the garden leisure market is sizeable. ResearchandMarkets.com estimate that it was worth over £571 million 2011; and with the UK climate becoming warmer, we’re seeing the barbecue season expand and demand for garden leisure products increase.

From a commercial perspective, barbecues have a very broad appeal, which means retailers need to use as much customer intelligence as possible to optimise sales. Some consumer groups will want value burgers and buns and deals on mainstream drinks, while others will be looking for a much more exotic product range. The volume potential on the basics will be significant but the much bigger margins will of course be on premium food, drink, accessories and hardware. There will also be opportunity around vegetarian options, and other special dietary requirements. Key considerations across the board being adequate stock supplies and staff knowledge.

Depending on how long the hot spell lasts, retailers will want to maintain the momentum accordingly. And this is where insight can help. Our products will capture customer experience and provide the right intelligence for managers even at a very local level to understand the sweet spots around this very specific market environment. The reality is that a rush of traffic is the perfect opportunity to win new fans and also to build loyalty in your existing customer base. New shoppers may well be tempted by strong merchandising and great customer service, especially if their regular store is falling short. And existing customers should spend more if you delight them with great service and a range of products to meet their needs.

Today’s customer experience programmes are focused on helping local managers to uncover what elements are most important to a great experience, and also help drive the right front line actions to ensure those key elements are consistently delivered. These programmes help to provide accountability to local managers, ensure consistency across every location and coach local managers on what to fix and how to execute, eliminating wasted time spent reading and interpreting reports.

Having the tools in place to ensure a consistently great customer experience becomes especially critical at opportunistic sales peaks, like around a random heat wave, because getting it right could result in recruiting new customers who may be converted for the long term - way after the sun has set and the rain returns.

  • Gary Topiol is managing director, International at InMoment