Men, Women and Retail
Several articles have been published recently regarding women, men and their differing perspectives on retail. Note that the first two research reports (one academic, the other commercial) arrive at somewhat different conclusions...
Posted by Universal Ad
- Men Shop, Too and Men to Control $6 Trillion in Personal Income by 2011 - The idea that women love to
shop—at least when compared to men—may be a cliché, but many marketers
take it as true and target women almost exclusively. A recent report found that this is a mistake. Although women remain in charge of many aspects of household spending,
many men—especially those under the age of 35—are serious shoppers.
Young shoppers, men between ages 18 and 34, are more likely to be the
first in their peer group to try new styles, new electronic equipment,
and new health food. They also are more likely to enjoy shopping even
when they don’t purchase something, and they watch for special offers
and shop for bargains.
- Men Buy, Women Shop and Men on a Mission, Women on an Adventure When Shopping - Men, who have often been accused of being merely replacement shoppers,
tend to be more utilitarian when they hit the malls and shopping
centers. It's a mission. Get in. Get what's needed. Get out. Quickly. Women, on the other hand, generally like to look around, talk to sales
associates and experience the shopping. They walk around, smell
perfume, touch clothes, dab on cosmetics. They want attention and they
want direction. While women react more strongly to personal interaction with sales
associates, men are more likely to respond to more utilitarian aspects
of the experience -- such as the availability of parking, whether the
item they came for is in stock, and the length of the checkout line.
- How To Market To The Modern Mom - Marketers know that mothers make most household purchasing decisions. By some estimates, moms in the U.S. spend $2.1 trillion a year--about 15% of
the country's entire economy. Yet 65% of mothers feel that they are
"under-served" by advertisers--either because mom-focused ads don't
resonate with moms or because the ads aren't aimed at moms at all.
Strike the right nerve, though, and there's a mountain of money to be
made.
- What Women Want - Smart marketers realize they can't ignore the fairer sex in the
online world -- now more than ever. Most peg 2007 as the year women
tipped the scale to compose more than 50% of online users.
- Understanding Mom With Search Engines - The study found that moms heavily use search engines in support of
online purchases, offline purchases, coordinating travel and many other
planning activities. "Searcher moms" use
the Internet frequently and in lengthy sessions. Clearly, these women are busy people who value productive, efficient use of time.
- Women Don't Just Buy Brands, They Join Them - Eight tips to get women to be loyal to your brand.
- Fashion's hottest target - One issue that makes men tough to target, marketers say, is that they don't respond to price offers as easily as women. “It's
more socially acceptable now for a man to care about his clothes. But men are not
necessarily price-conscious — they are more interested in learning
about fashion. So, it's better to send them editorial content rather
than discounts.”
Posted by Universal Ad
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