Women Shop’: The Sexes Have Different Priorities When Walking Down The Aisles ‘Men Buy: S Consumer Spending
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In a study titled, Men Buy, Women Shop, researchers at Wharton’s Jay Baker Retail Initiative and the Verde Group, a Toronto consulting firm, found that women react more strongly than men to personal interaction with sales associates.
Women are happy to meander through sprawling clothing and accessory collections or detour through the shoe department.
While making a purchase, they like to glide up glass escalators past a grand piano, or spray a perfume sample on themselves on their way to. While shopping is a mission, for men. As one female shopper between the ages of 18 and 35 told the researchers. Compare that to this response from a male in similar age group who described how men approach retailing. Price says women’s role as caregiver persists even as women’s professional responsibilities mount. However, he speculates that this responsibility contributes to women’s more acute shopping awareness and higher expectations. After generations of relying on women to shop effectively for them, men’s interest in shopping has atrophied. Have you heard of something like that before? Sales associates must be trained to recognize and react to shoppers’ cues.
Helping shoppers in those two different categories requires different styles of communication.
Communication is critical to reaching women shoppers, Price adds.
Sales associates need to understand if the shopper is looking for a product that will come out of disposable income, like cosmetics, or a more essential and difficult to understand product just like a ‘overthecounter’ drug or first aid treatment. Male and female shoppers also have different reactions to sales associates. For men, an associate’s interest in helping them find an item is most important, followed by the sales associate’s effort in getting them through checkout quickly. With all that said… For women, store loyalty is about sales associates’ familiarity with the products in the store and an ability to determine what products best suit the customer. While hiring women throughout the ranks will bring retailers more in touch with what women seek for, he says.
At his company, women make up a lot of sales associates and are heavily represented in the marketing department.
Women think of shopping in an interpersonal, human fashion and men treat it as more instrumental.
Whenever in line with Wharton marketing professor Stephen Hoch, shopping behavior mirrors gender differences throughout many sides of life. Men on the mission do not necessarily play into sexist stereotypes of women as more emotional and weaker, Passi says the underlying attitudes that frame the shopping experience for men and women with women more focused on the experience. She wants more interaction. Usually, he wants quick answers while she’s looking for support and collaboration in the buying process. Passi acknowledged that the majority of the observations revealed in the survey still reflect generalities and that many women and men do not fit into the broader patterns. Men and women both go into the store to buy something, only she wants more, whenit gets to the retail experience. Keep reading! She wants more eye contact.
While as pointed out by Delia Passi, founder of WomenCertified, while most of the study’s findings do not come as a surprise to retailers, the hard data may identical age bracket said this.
They always show me different styles. It’s a well-known fact that the sales associates are always great. Therefore, women cited employees who acted like you were intruding on their time or their own conversations, when asked what problem should make respondents so angry they should never return to a store. Important, differences between men and women, paula Courtney. Suggests that the attitudes expressed toward sales associates reflect subtle. For men, problems with associates are still linked directly to getting the item they need. Courtney points out that for women, it’s more personal.
Women are more apt to be angered by a lack of engagement behavior from the sales associates.
While managing director of the Baker initiative, puts it this way, erin Armendinger.
We are will be more successful, if we treat men and women differently. Furthermore, So there’re tons of choices, hereafter no doubt! Men and women are simply different, she says. Retailers can use the study findings to tailor services to build sales, she said. Price suggests that retailers who look for to improve their ability to reach shoppers depending on gender can take some concrete steps. However, they must be sure that their operations are running as smoothly as possible with an eye to avoid irritations, just like ‘out of stock’ merchandise or a lack of advertising circulars that diminish the shopping experience for men and women both.
