What Women Want

What Women Want
Marketing & Selling to Women
Debra Templar: Check ups, Tune Ups & Makeovers....It’s in the bag!

Statistics

Earth’s third largest economy: American men
Earth’s second largest economy:All of Japan
Earth’s largest economy: American women
AUSTRALIA:
85%
of all retail dollars are spent, or influenced to be spent,
by WOMEN

Business Week, May 26, 2003:

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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.
What’s more: That trend will only accelerate.
Reason: Women are coming to dominate higher education – in both attendance + graduation rates.
Results: Families with highly educated women are where the loot is.
If women are the driving force behind the economy, marketing to women should be a priority for the majority of manufacturers and retailers.

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MARKETING MISCONCEPTIONS

Women are either totally in control or totally frazzled;
Women aspire to a single definition of beauty;
Women are all connected by the nurturing / mother bug;
Women are all about touchy/feely emotion;
Women want to be Super-women/Super-mums;
Women don’t deal well with aging;
Women’s sense of self-worth is always based on their relationship with their children and/orpartner.

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Don’t:

Waste her time or make her wait;
Give her bad or even marginal service;
Misrepresent your products;
Over-design, over-change or discontinue her favourite styles.

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PINK THINKING RECIPE:
Arecipe for weak profits + missed opportunities

One part dated assumptions + information
Two parts superseded stereotypes
One part limited staff + budget
Two parts internal resistance to new ideas
Three parts fear of turning off men + making expensive mistakes
A generous dollop of pastels, butterflies, hearts + flowers
And a double shake of good intentions and sincerity

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Cousins of Pink Thinking
Senior Discount Thinking
Grade School Thinking
“June Cleaver” Thinking

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DO:

Deliver consistency in quality, service & value;
Reward her for long term patronage;
Portray women as real and show her women she aspires to be and values she believes in.

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THINGS WOMEN DON’T CARE ABOUT
… and will turn them off if it appears in the ad message:

Getting ahead of the Joneses
Gloating
Bragging and boasting
Facts and features
How things work

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Women:

More often look at price tags
Are harder to sell up
Spend more time doing shopping + more often linger + dwell
Take longer to close the sale
Compare products/values more often
Pay more attention to display
Create, imagine + envision how they will interact with products
Consider shopping a skill
Interact more with sales staff

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Secret Women’s Business on Shopping:

Make a good impression: she is watching.
Your service should be democratic even if the merchandise is not.
Beware of the so-called bonding behaviour of your staff.
When she is ready to check out, she is already checked out – hurry!
She will come back to stores that like her and are like her.

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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.

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GENERATION Y
1980 – 1997: Age: 12 – 29

Optimistic
Technology Savvy
Doers
Entitled
Multicultural
Individualistic
Education focused
Socially conscious
Entrepreneurial

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GENERATION X WOMEN:
1965 – 1979: Age: 30– 44

Non-traditional upbringing
Gender-neutral
Learners
Technology savvy
All about “me”
Motherhood on hold
Professional careers

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BOOMERS
1945 – 1964: Age: 45 – 64

Interests not age
Stressed and time starved
Caregiving
Confident + optimistic
Active + healthy

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Mature Women
Before 1945: Age: 64+
Pre-retirees: (60-65)
Active Retirees (66-75)
Seniors (76+)

Selectively indulgent
Aides + collaborators
Internet embracers
Energetic + active

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Available at the Shop on www.retailservices.com.au

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:
"I don'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!“
E: debra@thetemplargroup.com.auMobile: 0417 532383Skype: debra.templar
www.thetemplargroup.com.au
www.twitter.com/DebraTemplar
Pic Credits: http://www.istockphoto.com and http://shoppologist.blogspot.com

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What Women Want

by Debra Templar on Nov 04, 2009

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What Women Want — Presentation Transcript