Time-of-day marketing touted as retail's saviour

New academic paper looking at how customers behave at different times of the day is aimed at helping retailers take a more tailored and data-driven approach to marketing

A new marketing approach based on recognising and responding to customer behaviour at different times of the day is being offered up as a way of revitalising the fortunes of high street retailers.

Associate professor in marketing and strategic management at the UK Warwick Business School, Dr Scott G. Dacko, has combined research from the sociology, geography, biology, physiology, psychology and marketing spheres into a new marketing strategy called ‘Time-of-day’, which he claims taps into the changing nature of the retail consumer over the course of the day.

His paper, Time-of-Day Services Marketing, was published in the Journey of Services Marketing.

According to Dr Dacko, Time-of-Day Services Marketing goes beyond customer segmentation and demographics by matching offerings to the way individuals behave and respond to information over the course of a 24-hour period.

“Through research in psychology and marketing, we can predict when different types of consumers will do their shopping,” he said. “By meshing this information together, I have put together a time-based marketing strategy that could boost a retail outlet’s typical daily performance.

“It could be as simple as providing breakfast-to-go foods like cereal bars alongside newspapers, to really building on your understanding of your customers’ demographics so you can alter a whole host of service variables and promotions to suit them.”

Dr Dacko claimed several retailers are only employing a tiny fraction of these tactics. Using a more time-of-day approach, retailers can adjust lighting, music, in-store promotions, offers and even staff to suit the type of customer likely to walk into their shop during the way.

As an example, Dr Dacko pointed out in-store displays can be easily changed to target different shopper backgrounds, and that pricing should be adjusted to be in-sync with various customer segments, such as three-for-two deals on different items.

“There are new unused tactics as well. From sociology, research has revealed ‘temporal symmetry’ where individuals feel a sense of togetherness in doing the same activity at the same time,” Dr Dacko continued. “For example, a betting shop could hold a ladies hour to attract women, amplifying the sense of togetherness.

“On the other hand, sociologists have also found some people fiercely cherish individualism, so several retailers are meeting this need by offering personal shopping appointments outside of store hours. “Each of these approaches can be potentially combined and implemented in a time-of-day-based retail marketing strategy.”

Why only customer-centric companies have profitable retail brands
Why shopping isn't the only thing online retailers should worry about

According to the academic paper, understanding how and to what extent customers exhibit ‘morningness’ or ‘eveningness’ is a major factor in achieving more effective strategies at different times of the day. Dr Dacko points out older individuals exhibit detail processing and optimal retail behaviour more in the earlier part of the day, followed by schema-based processing in the afternoon.

On the other hand, younger individuals including young adults tend to shop in the afternoon, while time-pressured people shop later in the evening.

“Night owls are more creative, flexible and drink more coffee, while early birds are more conscientious, agreeable and emotionally stable,” Dr Dacko said. “This knowledge can guide companies’ marketing tactics to increase customer satisfaction through the provision of unique time-of-day service and product offerings.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in