Subtle Differences Important to African-American Women
By George Anderson
WSL Strategic Research’s September 2005 PULSE Report says despite the numerous similarities shared by different ethnic groups in terms of where they shop and what they buy, there are also subtle differences that retailers need to understand if they wish to be successful.
A case in point are African-American women, who according to WSL Strategic Research:
- Join reward programs if they are not tied to store credit cards
- Shop in dollar stores more frequently than Caucasians. The percentage of blacks and whites who shop in dollar stores is the same.
- Have similar value perceptions as Caucasians in most areas but not all – designer jeans, for example, are more highly regarded by African-American women
- Are less likely to engage in DIY projects
- Are refocusing priorities to spend more time at home and less in outside activities – this does not affect how often makeup is worn.
According to WSL, it is essential for retailers to understand the nuances in the shopping behavior and attitudes of African-American women to attract and keep them as customers.
“For example,” the report states, “African-American shoppers are very interested in reward programs that translate to savings. But department stores, for one, may be missing the opportunity to build loyalty with African-American shoppers because they link their rewards programs to their credit cards.”
Another opportunity is in the area of beauty. WSL says African-American women are less likely to cut back on their beauty regimen than Caucasians. They also believe designer beauty products are worth the price even when their Caucasian counterparts do not.
Moderator’s Comment: What strategies and tactics should retailers put in place to attract African-American women to their stores and Web sites, and keep
them coming back? –
George Anderson – Moderator
- Source: The Nuances of Attracting African American Consumers – WSL Strategic Research PULSE Report 9/05