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

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in