The recent string of erratic earthquakes scattered across the country as well as hurricane Irene on the east coast have left the nation taking a closer look at personal emergency preparedness. Although most disasters like hurricanes and storms can be predicted, there are some that strike randomly such as tornados, flash floods or tsunamis. When these disasters strike, citizens depend on their retailers to help pull them through with clean water, food, ice and supplies. With hurricane season still looming, how do retailers prepare for both predicted and unexpected natural disasters?
Business Insider states that the demand for survival products increases 300% once news about an imminent disaster is broadcasted. The three products in highest demand prior to a pending disaster are water, batteries and generators. During this period, retailers are able to optimize their sales by placing all relevant products at the front of the store and on end caps.
Some stores even set up command centers in response to disasters to monitor storm progression and organize supply movement to ensure each region receives the proper amount of supplies in a safe and timely fashion.
Additionally, as getting goods into disaster-stricken areas becomes more difficult, natural disasters often necessitate price increases. Some states like Florida and Texas, which are typically hit hard during hurricane season, actually have laws against unnecessary prices hikes during natural disaster situations on items that are deemed necessities for survival (water, ice, wood).
Many retailers are also using social media tools, especially Twitter, to communicate with their customers prior to and during the crisis. This gives retailers an opportunity to reach out and discuss the various items in stock that are recommended, depending on the location and the severity of the impending natural disaster.
On the opposite end of the spectrum, retailers also have to think about the safety and preparation of their own store in addition to being prepared for frantic shoppers. According to Business Insider, every Walmart Supercenter gets three truckloads of emergency supplies before hurricane season in Florida, and it has emergency vans prepped to head out and repair damaged stores.
These examples demonstrate a full circle retailer preparedness plan that leaves room for little error in response to natural disasters, planned or not. And while not all disasters are predictable, September is National Preparedness month, reminding us to take a page from the Boy Scout handbook and always be prepared.
