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“Women think of shopping in an inter-personal, human fashion and men treat it as more instrumental.It’s a job to get done,” he says, adding that the data has implications for retailers interested in developing a more segmented approach to build and maintain loyalty among male and female customers. Checking Out “Men Buy, Women Shop” also found that women are more likely to experience problems while shopping than men — 53% vs.
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.“Women are more apt to be angered by a lack of engagement behavior from the sales associates.For men, while engagement is still important, it’s not as important as the product and getting in and out quickly.” Retailers can use the study findings to tailor services to build sales, she said.For women, store loyalty is related to sales associates’ familiarity with the products in the store and an ability to determine what products best suit the customer.Women shoppers also value sales associates who make them feel important, according to the survey. They will show me something new that’s come in.” Meanwhile, a man in the same age bracket said this: “I Paula Courtney, president of the Verde Group, suggests that the attitudes expressed toward sales associates reflect subtle, but important, differences between men and women.Retailers hoping to appeal to women shoppers also need to devote attention to editing their assortment of items, Price says.
Managers may be tempted to offer a wide swath of products, but he cites research showing that women who have to balance many responsibilities prefer stores with limited selections, such as Coach, Trader Joe’s and Sephora.
In an interview with researchers, one woman in the 18 to 35 bracket described the employees in a favorite store. When asked what problem would make respondents so angry they would never return to a store, women cited employees who “acted like you were intruding on their time or their own conversations.” Men were most miffed by employees who were “lazy, i.e., would not check for additional stock or take you to the item you were looking for.” Courtney points out that for women, it’s more personal.
For men, problems with associates are still linked directly to getting the item they need.
Helping shoppers in those two different categories requires different styles of communication.
Sales associates must be trained to recognize and react to shoppers’ cues.
Communication is critical to reaching women shoppers, Price adds.