My post yesterday about Boomers vs. Gen X’ers as shoppers got me to wondering about the differences between men and women as shoppers. So I did some research and I’ve some comments on how this research might affect your business:
- Women think about shopping as much as men think about sex. Women think about shopping each 60 seconds, while men consider sex each 52 seconds. Wow! Is that possible? (I mean about the men; I’m sure women consider shopping that often.)
- Women spend more time shopping on the web than do men. No surprise there, given the amount of time women spend thinking about it.
- Men shop as hunters; women shop as gatherers. In other words, men get in quickly, “giterdone,” and get out. Women tend to spend time looking, socializing, and considering options.
Of course, not everyone follows the “model.” My husband tends to shop more like a woman, and he enjoys shopping, which has always surprised me. On the other hand, I shop more like a man; I’m not interested in wandering from store to store looking for just the right thing. I’d rather get in, buy what I want, and get out. I think about it a colossal waste of time, which is why I do most of my shopping on the web. I haven’t been to a mall in years.So what does all of this information (from research studies, by the way) do for you as a small business retailer? It depends on the kind of business you have, and what type of customers. Here are some thoughts/suggestions:
- For most businesses, recognize that women are your primary customers and that they’ll be doing most of the buying. Women buy most of the automobiles, for example, although men are supposed to be the automobile buyers.
- Appeal to women’s buying habits (the “grazing” mentality). This means providing information and focusing as much on the relationship you’ve with your customers as you do with the sale. For example, my favorite clothing store )VonMaur, a midwest retailer) sends out a personal card to me thanking me for my buys, and they’ve pianos playing in each store to add a touch of I-don’t-know-what-but-it-works.
- Boomer women shoppers also like the idea of “value” (the concept that they are getting their money’s worth. Von Maur offers no interest (a higher monthly payment) on all buys, which I see as value.
What other ways could your business benefit from considering the differences between men and women shoppers?
Tags: baby boomers, men and women, sex, shopping
Entries (RSS)