The Night is Young

The following post was originally published in December 2009.

Early in November, a group of former co-workers got together at a historic Toronto tavern for a reunion.   The atmosphere and the camaraderie were certainly a big part of why I stood for nearly 5 hours around the bar.   Throughout the night, I kept an eye on one of the two clocks on the wall around the bar area.   Then, one by one, around 9:30, the group started to leave for their homes in the suburbs.  In truth, my drive would have been the longest (nearly 1:45), and I was somewhat thrilled that I’d be home before midnight.

Except… wasn’t 9:30 after all.  It was 10:30.  The tavern hadn’t yet adjusted their clocks to the end of DayLight Savings Time.  We had actually been in the bar one hour longer than I had perceived.  We were all down to non-alcohol drinks by that time, anyway, but I wondered how much more revenue the tavern captured by creating (even if unintentionally) an impression of “the night is still young” amongst the hundreds of patrons in the place.  I also wondered why I hadn’t looked at my watch or my phone to check the time.  Was it because the clocks were next to the big screen television?

The Bottom Line

Retailers and foodservice operators can generate incremental revenue simply by presenting a favourable environment to clients.  For a tavern, it might be creating a suspension of time; for a retailer, building interaction and entertainment into its merchandising strategy.  Falsifying the time is certainly not a tactic that should be deliberately used, but there is something we can learn from its effects.  To discuss your customer experience requirements, contact us today.