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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in