Strategy Lab · E-shop & fashion

Larissa, 39°. 9% off today. The Heat Pays: a fashion e-shop campaign priced by the thermometer

Near-empty street of Greek apartment blocks at 2 pm in a heatwave, awnings down and heat shimmer in the distance

City	°C	%
Larissa	39°	−9%
Athens	37°	−7%
Thessaloniki	35°	−5%
Heraklion	32°	−2%
Volos	38°	−8%
Patras	36°	−6%
Ioannina	34°	−4%
Chania	31°	−1%

60 sec · no sign-up

Arrow keys on the thermometer: one degree per press · Home / End: 20° / 45°

We don't ask for your location. You pick it.

The demo didn't load. The description below tells you what you'd have seen.

The demo in words: you pick a city; a thermometer shows the day's high there (example values for a July day); the price of a linen shirt drops by (temperature − 30)%, capped at 12%; a catalogue ad shows the city, the temperature and the discount. A slider lets you try temperatures up to 45°.

One public rule: the summer-line discount equals your city's maximum temperature today, minus 30. The weather decides, not the promotions manager.

Sector: E-shop & fashion
Mechanics
Demo engine: Thermometer + rule
Complexity
Production cost

Decode

How it got you

The Heat PaysPlay → Decode → Deploy

Mechanism: Wx · Condition trigger + Lv · Live event + Ch · Conversational commerce. A public rule sets the offer; the weather switches it on and off.
Psychology: When we can see how a result is produced, we trust it more. Here the formula is printed on the banner and everyone can see the thermometer. Buell, Kim & Tsay, 2017, Management Science · academic research
Platform signal: The temperature on the product photo keeps the catalogue ad current every hour. The "hottest city" board in Stories starts rivalries between cities, which means comments and sends.
Honest range: Catalogue-ad CTR +20–60% and conversion +10–30% on trigger days, against static ads. Typical range for a pilot in a Greek SME · Netex estimate

I want one of these for my brand

Deploy

How it runs, step by step

We set a public rule for the summer line (linen, swimwear, sandals): discount = the city's maximum temperature today − 30 °C, capped at, say, 12%. In winter it flips to outerwear: 15 − temperature.
A server job pulls each city's forecast every hour and updates a dynamic coupon per city. The site banner shows it live: "Larissa 39° → −9% today".
The product feed gets a heat_discount label. Catalogue ads and Google Shopping show the live temperature on the product photo.
When a city crosses the threshold, the Viber and SMS lists that opted in get one alert. One, not one an hour.
Stories run a "temperature league": the hottest city gets the biggest discount, and Larissa knows it.

Channels and tech

Channels: Site banner · Meta catalogue ads (Advantage+) · Google Shopping and Performance Max · Viber Business Messages · Instagram Stories
Tech: Licensed weather API cached on the server · dynamic coupon in WooCommerce or a Shopify Function · image overlays in the feed · scheduling with WP-Cron or n8n · Viber Business Messages

Complexity 2 of 5

Production cost €€ · excluding media and the weather-data licence

What to expect, honestly

We don't promise viral. We promise a mechanism you can measure.

Catalogue-ad CTR, trigger days +20–60%
Conversion rate, trigger days +10–30%
Margin Held by the discount cap and by excluding low-margin SKUs.

most likely on a first run · A first run usually lands in the lower half of the range.

Control: trigger days against non-trigger days, plus holdout cities.

Guardrails

Every announced discount shows the lowest price of the previous 30 days. With a discount that changes daily, that reference quickly becomes a heatwave price, so the display rule gets a legal check before launch.Directive (EU) 2019/2161
A discount cap and low-margin SKUs excluded. A heatwave mustn't turn into a loss.
A commercial licence for the weather data. Open-Meteo's free tier doesn't allow commercial use.
No automatic geolocation. The city is chosen, or taken from the delivery address.
One alert per city per day, only to people who have opted in.
On extreme-heat days the messaging doesn't glamorise the heatwave. It says "order from home".

Why it works

In Greece a heatwave is news before it even arrives. Clothing and footwear are the top category in Greek online shopping (75.7%). A rule that ties their price to the thermometer joins a conversation that's already happening. ELTRUN / GR.EC.A 2026 via To Vima · survey

Offers that switch on with a condition have precedent. In Australia, Guinness DOOH screens that only lit up below 7 °C lifted pub visits by 14.7% against control areas. The Drum Awards for Media 2024 (Gold), Guinness Weather · award entry

The same logic has worked in Greece, with a different condition: Haleon allergy ads that ran only when the weather made symptoms likely delivered clicks at 3.37× plan. Eskimi · vendor figure

The strongest part, though, is transparency. The formula is printed on the banner. Nobody wonders why it's 9% off today: they look out of the window. When we can see how a result is produced, we trust it more. Buell, Kim & Tsay, 2017 · academic research

And every heatwave becomes a press release that writes itself.

Nobody wonders why it's 9% off today. They look out of the window.

Who did it before us

Third-party results are mostly self-reported, from award entries and vendors. They show a mechanic can work, not what it will do for you.

Year	Who	What they did	Result
2023	Guinness Australia, "Guinness Weather"	DOOH screens within 1 km of pubs went live below 7 °C, with a QR code for a free pint.	+14.7% pub visits against control areas. Gold at The Drum Awards for Media 2024. award entry source (opens in a new tab)
undated	Austrian Airlines × Perion	DOOH that switched on in gloomy weather to sell sunny escapes.	+58% consideration in a brand-lift study. vendor figure source (opens in a new tab)
undated	Haleon, Greece	Allergy ads that ran only when the weather made symptoms likely.	Clicks at 3.37× plan. vendor figure source (opens in a new tab)

The other hemisphere

The heat rule is a small decision table.

Data goes in, a decision comes out, every hour, without a meeting. We build the same kind of rules for stock, pricing and the weekly report someone currently assembles by hand every Monday.

In Greece, 31.45% of firms with 10+ staff use data analytics, against 39.85% across the EU (2025). Digital Decade 2026 via Naftemporiki · official statistics

See Data & decisions

Input39° in Larissa
Rule39 − 30 = 9%
Actionnew coupon, new banner, one alert

Mechanism Sprint

What condition moves your sales?

Temperature, rain, pollen, a goal, the first day of school. We find it and turn it into a rule.

In 10 working days we design, produce and measure one mechanism for your sector, and set up the automated DM replies. From €1,500 plus production.

I want one of these for my brand The whole Strategy Lab

We reply within one working day.

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