Why don't men enjoy shopping as much as women? How can stores be redesigned to attract and engage male shoppers? Is it possible to make men not just tolerate, but enjoy shopping in stores? These are the questions we've asked as an online menswear company that is seeking to establish a brick & mortar presence throughout the United States. This session will discuss how Combatant Gentlemen has coordinated its supply chain, CRM, digital properties, and pop-up shops to create a uniform customer experience that translates seamlessly across online and offline channels. The session will draw on research in consumer psychology to explain the shortfalls of current store designs with regards to engaging male shoppers, and also discusses innovative technologies that may hold the key to making shopping more enjoyable for men and women alike.

1. Reimagining the In-
Store Retail Experience
for Men
Hafez Adel
Director of Marketing
Combatant Gentlemen
@hafez_adel #futurestores

2. Groundbreaking Insight: Men don’t
like going shopping
@hafez_adel #futurestores

3. Groundbreaking Insight: Men don’t
like going shopping
• Men become bored after 26
minutes of shopping (two
hours for women)
• 45% avoid shopping at all
costs
• 80% of men don’t like
shopping with their partners
• 1/2 of spousal shopping trips
end in arguments
@hafez_adel #futurestores

4. “The 1000 Store Stare”

5. How do men shop?
• Move quickly through a store’s aisles
• Spend less time looking at anything other
than what they intended to buy
• Tend not to ask for help from salespeople
• Less likely to look at price tags
• Motivated by utilitarian goals, whereas
women are motivated by more
experiential and interpersonal goals
“We’re going to this store and we buy it and we leave
because we want to do something else”
@hafez_adel #futurestores

6. Artist’s Depiction
@hafez_adel #futurestores

7. What are men’s problems with
shopping?Layout
• Not enough info near where the product was displayed
• Difficult to find item because the store was so cluttered with
products
Service
• Salesperson did not offer advice or choices
• Salesperson could not properly explain the product to you
Speed
• Top shopping problem for women: lack of engagement and
attention from salespeople
• Top shopping problems for men: difficulty finding parking close to
store entrance, item not in stock, and long checkout lines
@hafez_adel #futurestores

8. What drives men’s loyalty?
@hafez_adel #futurestores
• Men more likely to return to a store
after a positive experience
• Brand loyalty simplifies shopping
• Men’s loyalty is also more fragile
• Two main service elements to loyalty:
• Interest in helping you find the item
you were looking for
• Effort in getting you through
checkout quickly
“Help me find what I’m looking for quickly so I can
achieve my goal and get out of here quickly”

9. Why?
@hafez_adel #futurestores

10. “The Savannah Hypothesis”
@hafez_adel #futurestores
V
S

11. “The Savannah Hypothesis”
@hafez_adel #futurestores
Gathering (Women) Hunting (Men)
Daily activity; requires frequent trips Periodic; fewer trips, bigger game
Ability to choose among large variety Decision-making driven by practical
constraints
Remembering desired goods and
where they can be found
Requires lots of searching & tracking
Ability to inspect goods and
appreciate differences in quality
Ability to use time & energy
efficiently
Social/recreational activity Solitary/utilitarian activity

12. Recommendations for Men’s
Retailers
@hafez_adel #futurestores
• Psychological Goal: Help men feel competent and accomplished
• Worst Case Scenario: Leave the store empty-handed
• Practical Goal: Help men find what they’re looking for quickly and
efficiently
• Group similar products together
• Provide clear directions and signage
• Utilize product information and advice points
• Ensure inventory depth
• Make decision-making easy by offering targeted recommendations
• Streamline checkout and payment processes
• Train frontline staff to focus on helping guys get in and out quickly