Motivating shoppers to expand purchases during daylight‐saving time

Abstract

PurposeThis paper aims to get an understanding of the determinants of unscheduled store visits during daylight‐saving time so that retail service providers may be able to encourage shoppers to expand their purchases during their sporadic store visits.Design/methodology/approachFrom the survey data, two econometric models were constructed, which predicted frequencies and times of shoppers' unscheduled grocery purchases. Based on the findings and behavioural principles, a conceptual model is defined for motivating shoppers to expand their purchases during their intermittent store visits.FindingsA considerable number of consumers make unscheduled grocery store visits to their principal grocery stores when the store is kept open during daylight‐saving time. Shoppers are, however, not likely to make significant purchases during these irregular visits.Research limitations/implicationsFuture research could examine changes in shopping behaviour from the switch back of the clock when DST is over.Practical implicationsGrocery stores who employ more resources, hoping to take advantage of the increased consumer inclination to visit stores during daylight‐saving time, may struggle to recover their operating costs.Originality/valueThe preparedness of consumers to break out of their work and social activities and visit their principal grocery service providers after business hours during daylight‐saving time suggests that these consumers could be motivated, based on the principle of hierarchy of needs, to elaborate on the benefits of the store's augmented and engaging services at this time and expand their purchases during these visits.