Women Rule The Web:Designing Ecommerce Experiences For WomenShoppers (Part 1)The companies that will define the future of ...
Women spend significantly more money and time shopping and browsing online.So if you are an ecommerce retailer, it’s impor...
"female friendly." The two genders also approach online shopping differently. Similar to offlineshopping, men tend to be g...
About CXP DesignCXP Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers,technologists, design...
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Designing ecommerce experiences for women shoppers (part 1)

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Designing ecommerce experiences for women shoppers (part 1)

  1. 1. Women Rule The Web:Designing Ecommerce Experiences For WomenShoppers (Part 1)The companies that will define the future of retail and branding are not necessarily those thathave the bright, shiny new application or shopping widget but are, in fact, those that know theircustomers best.While it feels like we are in a Golden Age of the web, led by consumer internet services and e-commerce, there’s a little secret that has gone unnoticed by most. This unprecedented rate interms of both user adoption and revenue is coming primarily from women. Female users arethe unsung heroines behind the most engaging, fastest growing, and most valuable e-commerce companies. Especially when it comes to social and shopping, women rule theInternet.In ecommerce, female purchasing power is pretty clear. Women spend approximately 20%more time browsing through shopping sites online than men. While some key categories likesports, electronics, and outdoor goods are still predominantly controlled by men, women leadalmost every other retail category.© Rupa Shankarwww.cxpdesign.com
  2. 2. Women spend significantly more money and time shopping and browsing online.So if you are an ecommerce retailer, it’s important not only to know who your audience is, butalso know the factors that will affect their purchase decisions. For example, if you are targetingwomen, for example, knowing that women redeem coupons more often than men would beinsightful. Close to 68% of female shoppers use coupons while shopping online. They are alsomore likely to shop when there are sales (49% vs 36% for men) and more likely sign up forloyalty cards and other incentive programs.We know that men and women shop very differently in the offline world. This is the reasonwomen’s stores are organized differently than men’s stores. Keeping in mind the growingimportance of women in the marketplace—what makes a package, product, space, or service© Rupa Shankarwww.cxpdesign.com
  3. 3. "female friendly." The two genders also approach online shopping differently. Similar to offlineshopping, men tend to be goal-oriented even when they shop online. Women, on the otherhand, are discoverers and tend to wander among different product categories. Men also tendto search for information on a specific product page. In contrast, women tend to just scaninformation before moving on to the next potential product, often leading to more impulsepurchases from women than from men.Integrating social media into the shopping experience is also important for women as they tendto depend on social media more than men when making a purchase decision. Women are alsomore likely to recommend a product to friends and family on a social networking site (35% vs28% for men).As a ecommerce company, how can this insight help you? Would you benefit from having alarger base of female customers? If so, what would you change to make your product/servicemore attractive to female customers? Do you do enough product and user interface testingwith female users? Have you figured out how to truly unleash the shopping and social power ofwomen?Women are the rocket fuel of ecommerce today! You can rock the world if you can figure outhow to harness the power of female customers.© Rupa Shankarwww.cxpdesign.com
  4. 4. About CXP DesignCXP Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers,technologists, designers and leaders to discuss and gain a deeper understanding of cross-channelcustomer experience design, develop empathy for customer needs and learn how to createproducts and services that deliver "wow" experiences for customers.When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get ona flight. These are experiences by which we measure brands every day. However, most companiesare without the tools to purposefully design those experiences for maximum value. That’s whereCXP Design comes in.Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leadingto more loyal and committed customers for our clients.www.cxpdesign.comwww.facebook.com/cxpdesignwww.twitter.com/cxpdesignhttp://in.linkedin.com/groups/CXP-Design-Creating-Customer-Wow-4726523Rupa is an Associate Director at Happiest Minds Technologies (www.happiestminds.com), a next-generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation andManaged Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing,Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering andactivating innovative digital and social engagement strategies for its clients, spearheading thedevelopment of frameworks and solutions for different industry verticals and enhancing the global go-to-market strategy. She taps into her past work as both a design practitioner and marketer to help HappiestMinds clients envision and define broad, end-to-end customer experiences.© Rupa Shankarwww.cxpdesign.com

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