What Women Want


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How to market and sell to the largest consumer group on earth: Women.

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What Women Want

  1. 1. What Women Want<br />Marketing & Selling to Women<br />Debra Templar: Check ups, Tune Ups & Makeovers....It’s in the bag! <br />
  2. 2. Statistics<br />
  3. 3. Earth’s third largest economy: American men<br />Earth’s second largest economy:All of Japan<br />Earth’s largest economy: American women<br />AUSTRALIA:<br />85%<br />of all retail dollars are spent, or influenced to be spent, <br />by WOMEN<br />
  4. 4. Business Week, May 26, 2003:<br />
  5. 5. 5<br />Women’s share of family income rises dramatically with education level. Men still dominate joint earnings in low-education families, but have been eclipsed in families where women have graduate degrees. <br />What’s more: That trend will only accelerate.<br />Reason: Women are coming to dominate higher education – in both attendance + graduation rates.<br />Results: Families with highly educated women are where the loot is.<br />If women are the driving force behind the economy, marketing to women should be a priority for the majority of manufacturers and retailers.<br />
  7. 7. Women are either totally in control or totally frazzled;<br />Women aspire to a single definition of beauty;<br />Women are all connected by the nurturing / mother bug;<br />Women are all about touchy/feely emotion;<br />Women want to be Super-women/Super-mums;<br />Women don’t deal well with aging;<br />Women’s sense of self-worth is always based on their relationship with their children and/orpartner.<br />
  8. 8. 8<br />Don’t:<br />
  9. 9. Waste her time or make her wait;<br />Give her bad or even marginal service;<br />Misrepresent your products; <br />Over-design, over-change or discontinue her favourite styles.<br />
  10. 10. 10<br />PINK THINKING RECIPE:<br />Arecipe for weak profits + missed opportunities<br />
  11. 11. One part dated assumptions + information<br />Two parts superseded stereotypes<br />One part limited staff + budget<br />Two parts internal resistance to new ideas<br />Three parts fear of turning off men + making expensive mistakes<br />A generous dollop of pastels, butterflies, hearts + flowers<br />And a double shake of good intentions and sincerity<br />
  12. 12. 12<br />Cousins of Pink Thinking<br />Senior Discount Thinking<br />Grade School Thinking<br />“June Cleaver” Thinking<br />
  13. 13. 13<br />DO:<br />
  14. 14. Deliver consistency in quality, service & value;<br />Reward her for long term patronage;<br />Portray women as real and show her women she aspires to be and values she believes in.<br />
  15. 15. 15<br />THINGS WOMEN DON’T CARE ABOUT <br />… and will turn them off if it appears in the ad message:<br />
  16. 16. Getting ahead of the Joneses<br />Gloating<br />Bragging and boasting<br />Facts and features<br />How things work<br />
  17. 17. 17<br />Women:<br />
  18. 18. <ul><li>More often look at price tags
  19. 19. Are harder to sell up
  20. 20. Spend more time doing shopping + more often linger + dwell
  21. 21. Take longer to close the sale
  22. 22. Compare products/values more often
  23. 23. Pay more attention to display
  24. 24. Create, imagine + envision how they will interact with products
  25. 25. Consider shopping a skill
  26. 26. Interact more with sales staff</li></li></ul><li>19<br />Secret Women’s Business on Shopping:<br />
  27. 27. Make a good impression: she is watching.<br />Your service should be democratic even if the merchandise is not.<br />Beware of the so-called bonding behaviour of your staff.<br />When she is ready to check out, she is already checked out – hurry!<br />She will come back to stores that like her and are like her.<br />
  28. 28. 21<br />Today’s woman looks for honesty and authenticity and doesn’t have time to be misled. Think about her life not just about getting her to buy something.<br />
  29. 29. 22<br />GENERATION Y<br />1980 – 1997: Age: 12 – 29<br />
  30. 30. Optimistic<br />Technology Savvy<br />Doers<br />Entitled<br />Multicultural<br />Individualistic<br />Education focused<br />Socially conscious<br />Entrepreneurial<br />
  31. 31. 24<br />GENERATION X WOMEN:<br />1965 – 1979: Age: 30– 44<br />
  32. 32. Non-traditional upbringing<br />Gender-neutral<br />Learners<br />Technology savvy<br />All about “me”<br />Motherhood on hold<br />Professional careers<br />
  33. 33. 26<br />BOOMERS<br />1945 – 1964: Age: 45 – 64<br />
  34. 34. Interests not age<br />Stressed and time starved<br />Caregiving<br />Confident + optimistic<br />Active + healthy<br />
  35. 35. 28<br />Mature Women<br />Before 1945: Age: 64+<br />Pre-retirees: (60-65)<br />Active Retirees (66-75)<br />Seniors (76+)<br />
  36. 36. Selectively indulgent<br />Aides + collaborators<br />Internet embracers <br />Energetic + active<br />
  37. 37. 30<br />Available at the Shop on www.retailservices.com.au<br />
  38. 38. One of Australia’s leading retailing experts, Debra Templar just hates bad customer service and stupid business practices. So… she’s on a mission to change them – one slideshow, presentation, book, or training session at a time:<br />&quot;I don&apos;t just want to improve how we do business for the customer’s sake but also that we, as business owners, sell more stuff, make lots more profit, and love our businesses back to life!“<br />E:   debra@thetemplargroup.com.auMobile: 0417 532383Skype: debra.templar<br />www.thetemplargroup.com.au<br />www.twitter.com/DebraTemplar<br />Pic Credits: http://www.istockphoto.com and http://shoppologist.blogspot.com<br />