Retailers Try to Crack Female Shoppers’ Code
By George Anderson
Women are different than men. That simple understanding has prompted some retailers in the consumer electronics business to adjust their marketing practices and in-store environments to be more inviting for female consumers.
“Guys walk around tech stores like they’re in a porno shop looking for the fastest, newest, coolest, first-on-the-block thing, while women would rather shop in a calmer, information-based environment for products that will simplify their lives,” said Mary Lou Quinlan, author of Just Ask A Woman — Cracking the Code of What Women Want and How They Buy.
A report in the Washington Post, said stores such as RadioShack have turned down the volume on music played in stores, added more color to their interiors, widened aisles, adjusted product mix and hired more female sales associates with one goal in mind – get women to spend.
“The store doesn’t feel like a men’s club anymore,” said Charles Hodges, a spokesperson for RadioShack. “Now women can walk in and be helped by women just as knowledgeable as guys.”
Women are motivated to buy gadgets for different reasons than men, said Ms. Quinlan. While guys may want to be the first with latest in technology, women often buy a product because they have a friend that has found it useful in making their lives easier or more enjoyable.
“Where men like to be the only one with a product, women like to bring more of her friends into their find — they want to share the good news of what’s working for them,” she said.
Moderator’s Comment: Are women shoppers that much different than men? How does a retailer split the difference in areas such as store design when it
has both men and women for customers? –
George Anderson – Moderator