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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in