Fall's arrival and real-time marketing

While shopping for pancake mix at Williams-Sonoma a few days ago, my wife and I observed a sign that declared, “Fall Has Arrived!”

As anyone who has been around knows, it was downright hot and muggy in SoCal for many days. According to my car thermometer, it was 104 degrees in Santa Clarita on Sept. 4.

A friend of ours shared her incredulity when she was pitched a pumpkin latte (the fall menu) at Starbucks last week in Glendale. “Of course,” my wife said, “and I’ll bet you asked them if they could make it extra hot!”

So much for real-time marketing.

Greg Hoenes

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