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First, however, they must be sure that their operations are running as smoothly as possible in order to avoid irritations, such as out-of-stock merchandise or a lack of advertising circulars that diminish the shopping experience for men and women both. He also says that efforts to reach out to women shoppers cannot be superficial, such as simply putting up signs or changing the color of uniforms. Communication is critical to reaching women shoppers, Price adds. Sales associates need to understand whether the shopper is looking for a product that will come out of disposable income, such as cosmetics, or a more essential and difficult to understand product — such as an over-the-counter drug or first aid treatment.
Helping shoppers in those two different categories requires different styles of communication. Retailers hoping to appeal to women shoppers also need to devote attention to editing their assortment of items, Price says. Finally, he says, hiring women throughout the ranks will bring retailers more in touch with what women want. At his company, women make up the majority of sales associates and are heavily represented in the marketing department.
No idea gets floated too far before a woman can reflect on how it might impact her own life, he notes. The sample was dominated, two to one, by females. She says retailers have long sensed the differences between men and women as shoppers. Women walk into a store and scan. Men look for a specific aisle. Passi says the underlying attitudes that frame the shopping experience for men and women — with women more focused on the experience; men on the mission — do not necessarily play into sexist stereotypes of women as more emotional and weaker.
She wants more interaction. She wants more eye contact. According to Hoch, the recent study, along with other Baker research, indicates that sales associates are critical to retail operations because employees are one way competitors can differentiate themselves from one another to gain market share. In fact, they want to deal with an ATM machine. They must be authentic, but what this study tells us is those buttons have to be turned on and off — or turned on more or less — depending on whether you are dealing with a man or a woman.
She says retailers need to step up and deliver more sophisticated, segmented service, not only taking into account gender, but also age, ethnicity and regional differences. Yet as organizations, we end up treating customers as one big happy family.
Gender, she notes, is one of the easier customer attributes to address in a strategic fashion. Truly sophisticated marketers could get into attempting to differentiate services by gender and age or between professional women and those who manage households full-time.
The buyer's journey does not begin with awareness, as is traditionally thought, but instead before the potential buyer is aware there is even a need, notes the author of this opinion piece. The UN's latest climate change report should spur countries and businesses to take quick and effective steps to combat global warming, say experts. Creative new approaches are being pioneered by cities, utilities, investors and businesses to fund smart cities.
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