Hurricanes, Beer and Pop-tarts

A week ahead of [Hurricane Frances'] landfall, Linda M. Dillman, Wal-Mart’s chief information officer, pressed her staff to come up with forecasts based on what had happened when Hurricane Charley struck several weeks earlier. Backed by the trillions of bytes’ worth of shopper history that is stored in Wal-Mart’s computer network, she felt that the company could “start predicting what’s going to happen, instead of waiting for it to happen,” as she put it.

The experts mined the data and found that the stores would indeed need certain products – and not just the usual flashlights. “We didn’t know in the past that strawberry Pop-Tarts increase in sales, like seven times their normal sales rate, ahead of a hurricane,” Ms. Dillman said in a recent interview. “And the pre-hurricane top-selling item was beer.”

Link (nytimes.com – registration required)

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