This presentation focusses on how to connect with women online, trends, emotional and rational needs. The presentation was given at a information night targeting manufacturers and retailers in the beauty industry.
This year online retail sales in the US is predicted to reach $270 billion and $300 billion next year. But what is even more interesting is that women are a burgeoning demographic in all major markets around the world. They constitute 63% of online shoppers and influence 80% of household spending. The “geeky” reputation of the web has been shed a long time ago and that the web is no longer a male bastion any more - both in terms of business and general consumer oriented markets. When the archetypal woman is online, she is looking for a connection. She wants products and information that relate to her health, her family, her life. For her, the web is a tool, not a toy. Women spend around 2 hours less online than men. This doesn’t mean that the internet isn’t important to them – they just use it differently. The key driver to go online is to save time and money. She starts with a mission and knows exactly what she is looking for; she searches the web efficiently – viewing 40% fewer pages than men – and when she achieves her goal, she’s gone. Once she completes her task, she may be open to distraction (ads, teasers) but only secondary to her task. Women spend on average 1.2 hours per week shopping online. Nearly one in five (18%) of working women admit to doing their shopping during work hours. They like to research and buy books, travel and clothing, online. Buying cosmetics and beauty products is one of the smallest online categories - but I’m pleased to say is on the cusp of exploding (more shortly). They spend on average around $397 with 15% spending more than $1000 or more on an item. Safety and security is still a concern with over 450,000 reported cases of credit card fraudulence. Her favourite sites connect with her on multiple levels. They are thoughtfully planned and simply designed. According to Forrester almost 65% of women rate good design and ease of use as extremely or very important qualities in a web site. According to a recent industry report produced by Forrester, women are spending less time on all traditional media in favour of the internet. Thanks to the internet and direct marketing, we’ve learned more about marketing to women in the last seven years than in 100 years of advertising. We know women are motivated by different messages, get their information from different sources, and prefer a very different purchase process to that of men. Advertisers and marketers are slowly starting to recognise and accept this. We’re seeing more gender specific agencies and consultancies emerging. And marketers are starting to embrace more targeted marketing to rise above all of the clutter. What does this mean for the beauty industry which traditionally targets females anyway? Regardless of the industry segment, relevance to her life is what women value the most. Women are a force to be reckoned with, recognised and most certainly catered to - big shoppers, big spenders and are increasingly wary of dubious online stores.
According to Forrester, 50% of fashion conscious women expect to see their brands present when they’re on the internet and they welcome the communication. They think that ads are a good way to learn about new products and they don’t mind ads if they are related to their interests. Its not about treating the web as an electronic magazine - women have kept their subscription to Vogue, Elle, Madisent and Marie Claire to see the latest trends - but to use the web as an active medium. The web is all about doing. Marketers need to make their online budgets work hard by using campaigns to identify target customers and capture their personal data and opt-in permissions. They should be get to know what their customers are doing online and initiate a true conversation with them. Brands should look to encourage customer interest by testing and investing in different forms of online advertising and communication such as social networks. Create blogs that give access to customer feedback and opinion. Onlin e video ads had over the controls to consumers, who can fast forward or rewind sequences making it an ideal tool to show how to apply make-up looks. (a la Youtube)
All of these factors contribute to helping women get their goals done quickly and easily online.
How To Click With Women Online by Different Solutions
It’s a woman’s world (wide web) Women are now the dominant demographic on the internet. They constitute 63% of online shoppers and influence 80% of household spending.
Women are into community aspects of the web - not technology
Online growth opportunities for the beauty industry <ul><li>Projected industry growth of 25% in 2007 </li></ul><ul><li>Beauty buyers spend on average 8.2 hours per week online and have been online for a mean of 3.9 years </li></ul><ul><li>Women use multiple channels to make their purchase </li></ul><ul><li>Are more willing to trial new things and believe that ads are a good way to learn about products </li></ul><ul><li>Spend an average $83/year on beauty products online </li></ul>
Online ads play a role helping women buy new products
What do women care about online? <ul><li>Ease of use </li></ul><ul><li>Trust, performance, security and reliability </li></ul><ul><li>How a site looks and the visual cues used to support the content </li></ul><ul><li>Consistent messaging across channels </li></ul><ul><li>Community aspect </li></ul><ul><li>Unbiased information </li></ul>
Creating a compelling online experience for women <ul><li>Step 1. Walk a mile in your customers’ shoes </li></ul>