Flooring The Consumer: Developing Community and Delivering Wow!


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In an environment where customers across the board are rethinking relationships with brands, products and services, it has become even more important to deliver Wow! retail and customer experiences and develop community.

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  • As the population ages, it becomes increasingly female. Furthermore, as the population ages, men and women become more similar in their attitudes, priorities and preferences. 30% of women out-earn their husbands
  • With age, some of these differences become less extreme. After 40, the mind becomes less linear, literal and categorical. That means it becomes more sensitive to context, more comfortable with a world consisting of shades of grey rather than absolutes; it becomes more intuitive [ and female ] in approaching information and ideas. The brain goes from a left brain [i.e., analytical, data based] to a right brain orientation [i.e., feelings, experiences]. This sharpens one’s sense of reality, increases emotional capacities and enhances sense of connectedness to others and life in general
  • In fact, the whole notion of word of mouth referrals and loyalty is so powerful, that it is considered the most powerful indicator of profitability.
  • By the way, you will notice that every page addressing women will have more text, more detail, more words.
  • Flooring The Consumer: Developing Community and Delivering Wow!

    1. 1. Flooring The Consumer : Developing Community & Delivering Wow ! The Luxury Marketing Council Orlando Christine B. Whittemore April 2010
    2. 2. The Plan <ul><li>Who is the consumer? </li></ul><ul><li>Why is it difficult to develop community and deliver Wow ? </li></ul><ul><li>How to deliver Wow ? </li></ul>
    3. 3. Who Do You Think Is The Core Consumer ?
    4. 5. <ul><li>51% of the population </li></ul><ul><li>Better educated than men </li></ul><ul><ul><li>Majority of college students since 1979 </li></ul></ul><ul><ul><li>Earn 50%+ of all bachelor degrees, 57% of masters degrees, 42% of doctoral degrees </li></ul></ul>Some Facts About Women! Source: IES National Center for Education Statistics
    5. 6. And… <ul><li>60% of women work </li></ul><ul><ul><li>47% of the labor force* </li></ul></ul><ul><ul><ul><li>42% of management, business and financial operations </li></ul></ul></ul><ul><ul><ul><li>56% of professional and related occupations </li></ul></ul></ul><ul><ul><ul><li>57% of service occupations </li></ul></ul></ul><ul><ul><ul><li>64% of sales and office occupations </li></ul></ul></ul><ul><ul><li>In 55% of US households, make half (or more!) of their family’s income! </li></ul></ul><ul><ul><li>Control family finances in 75% of households </li></ul></ul>* Catalyst – US Women in Business Jan 2010
    6. 7. Chief Purchasing Officers <ul><li>Own businesses! </li></ul><ul><ul><li>10.6 million women business owners </li></ul></ul><ul><ul><ul><li>Generate $2.5 trillion in sales </li></ul></ul></ul><ul><ul><ul><li>Employ 19.1 million workers </li></ul></ul></ul><ul><li>Thoughtful about how they spend their money: </li></ul><ul><ul><li>Quality matters </li></ul></ul><ul><ul><ul><li>Before price and service </li></ul></ul></ul>Source : Center for Women’s Business Research 10/2/09 research
    7. 8. <ul><li>66% of all personal computer purchases </li></ul><ul><li>67% of financial services </li></ul><ul><li>70% of travel decisions </li></ul><ul><li>80% of home-improvement </li></ul><ul><li>83% of all consumer purchases </li></ul><ul><li>88% of retail customers in the U.S. </li></ul><ul><li>91% of home sales </li></ul><ul><ul><li>Single women: </li></ul></ul><ul><ul><ul><li>2 nd largest group of homebuyers at 21% </li></ul></ul></ul><ul><ul><ul><li>18% of all first time home buyers [vs. 9% men] </li></ul></ul></ul><ul><li>94% of home furnishings </li></ul>Major Purchase Decision Makers: Source : Tom Peters: Re-imagine! And BWN Wow! Quick Facts
    8. 9. Why is it difficult to develop community and deliver Wow ! ?
    9. 10. Tougher To Satisfy <ul><li>The Era of Frugality </li></ul><ul><ul><li>Simplify her retail experience </li></ul></ul><ul><li>She doesn’t trust what marketers tell her </li></ul><ul><ul><li>Don’t lie or waste her time </li></ul></ul><ul><li>Her definition of value: let’s make the world better. </li></ul><ul><ul><li>Don’t make her regret her decision </li></ul></ul>Source : FCW: Have you adapted your retail experience? by Christine Whittemore
    10. 11. Conflict in the Marketplace!
    11. 12. People vs. Organizations <ul><li>Real vs. inauthentic </li></ul><ul><li>Human vs. faceless corporation </li></ul><ul><li>Connections vs. hierarchy… </li></ul><ul><li>Communities vs. brands </li></ul>
    12. 13. Women vs. Men <ul><li>Most marketplace environments: </li></ul><ul><ul><li>Consumers are women </li></ul></ul><ul><ul><li>It’s a man’s world </li></ul></ul><ul><li>Men & women communicate differently </li></ul><ul><ul><li>Women have higher expectations </li></ul></ul><ul><ul><ul><li>Satisfy women’s higher expectations, satisfy men, too! </li></ul></ul></ul>
    13. 14. In the Beginning….. <ul><li>Early roles shaped our marketplace behavior: </li></ul><ul><ul><li>Hunters </li></ul></ul><ul><ul><li>Gatherers </li></ul></ul>
    14. 15. Brains Optimized Differently <ul><li>Men: </li></ul><ul><ul><li>For hunting & defending </li></ul></ul><ul><ul><li>Localized, specialized </li></ul></ul><ul><ul><ul><li>Efficient at focusing </li></ul></ul></ul><ul><ul><ul><li>Think linearly </li></ul></ul></ul><ul><li>Women: </li></ul><ul><ul><li>For gathering & nurturing </li></ul></ul><ul><ul><li>Distributed, connected </li></ul></ul><ul><ul><ul><li>Better at integrating </li></ul></ul></ul><ul><ul><ul><li>Think contextually & holistically </li></ul></ul></ul>Source : Martha Barletta. Marketing To Women
    15. 16. Attitudes, Priorities, Preferences Overlook detail Men It’s either right or wrong Maintain self control Do stuff together What’s the bottom line? Just the facts Conceal weakness Resist outside influence Play to win Dominate Competition Individual Perspective Notice detail Women It depends Experience & show emotion Talk together What’s the context? How does it make me feel? Reveal weakness Seek advice Play to improve Nurture Interaction Group Perspective
    16. 17. Take the Purchase Decision Process <ul><li>Step 1: Activation </li></ul><ul><li>Step 2: Nomination </li></ul><ul><li>Step 3: Investigation/Decision </li></ul><ul><li>Step 4: Success </li></ul>Source : Martha Barletta. Marketing To Women
    17. 18. 1. Activation It starts differently
    18. 19. Getting Input From People <ul><li>Offline </li></ul><ul><ul><li>Conversations with friends and family </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>Social tools </li></ul></ul><ul><ul><ul><li>Forums </li></ul></ul></ul><ul><ul><ul><li>Networks </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><li>Context matters </li></ul>
    19. 20. 2. Nomination The outcome is different
    20. 21. Women are More Particular <ul><li>Men want something that “ will do ” </li></ul><ul><ul><li>Pair down criteria </li></ul></ul><ul><ul><li>Buy first suitable option </li></ul></ul><ul><li>Women want the “perfect answer” </li></ul><ul><ul><li>Start with generalized concept </li></ul></ul><ul><ul><li>Add criteria </li></ul></ul><ul><ul><li>Keep exploring until they find the perfect one </li></ul></ul>
    21. 22. 3. Investigation/Decision More information & more options
    22. 23. Investigating Options… <ul><li>Women undertake comprehensive research </li></ul><ul><ul><li>Spiral Path </li></ul></ul><ul><li>Research is due diligence </li></ul><ul><li>It takes time </li></ul><ul><ul><li>Women rarely purchase early in the process </li></ul></ul>
    23. 24. Women Take Their Time <ul><li>“ Presales indicators ” may improve before sales increase </li></ul><ul><ul><li>Literature requests, web visits, store browsing </li></ul></ul><ul><li>Watchouts: </li></ul><ul><ul><li>Don’t always be selling! </li></ul></ul><ul><ul><li>Offer value, help answer questions, listen, be committed to customers and there for the long haul… </li></ul></ul>
    24. 25. Women Go Online <ul><li>Women are majority of online audience & growing! </li></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Commerce </li></ul></ul><ul><ul><li>Sense of Community </li></ul></ul><ul><ul><li>Convenience [i.e., 24/7] </li></ul></ul><ul><li>Women are online </li></ul><ul><ul><li>84% of social media sites are frequented more by women than men* </li></ul></ul>Source : * CRM Buyer
    25. 26. Search & Social Media <ul><li>Can you be found from a search window? </li></ul><ul><li>Does your website tell your story? </li></ul><ul><ul><li>Do you offer valuable and unique content? </li></ul></ul><ul><li>What about social media? </li></ul><ul><ul><li>Can your website content be shared? </li></ul></ul><ul><ul><li>Do you have Facebook Page? </li></ul></ul><ul><ul><li>What about a Blog? </li></ul></ul><ul><li>Are you personally engaged with these tools? </li></ul>
    26. 27. 4. Success! Influence goes beyond purchase
    27. 28. Women Consumers are Worth It! <ul><li>More profitable than men </li></ul><ul><ul><li>Shorter repeat purchase cycle </li></ul></ul><ul><li>IF SATISFIED! </li></ul><ul><ul><li>They give referrals </li></ul></ul><ul><ul><li>The “Multiplier Effect” </li></ul></ul><ul><li>Resulting word of mouth </li></ul><ul><ul><li>Most powerful & effective marketing tool </li></ul></ul>Source : Fred Reichheld. The Ultimate Question
    28. 29. And…. <ul><li>Success leads to a community of fans </li></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Offline </li></ul></ul><ul><li>Worth nurturing over time </li></ul>
    29. 30. Understand Communication Differences… Between Men & Women
    30. 31. Selling to Women <ul><li>It’s about: </li></ul><ul><ul><li>Communications & listening </li></ul></ul><ul><ul><li>Being focused on the consumer </li></ul></ul><ul><ul><li>Adapting your environment to meet your customers’ needs </li></ul></ul><ul><li>Done successfully, it not only appeals to women, but also to men </li></ul>
    31. 32. Remember Men’s “Individual Perspective“ <ul><li>The world is a hierarchy </li></ul><ul><li>Hear & speak language of status & independence </li></ul><ul><li>Goal: </li></ul><ul><ul><li>Get information, establish status, show independence </li></ul></ul><ul><li>Linear approach </li></ul>Source : Deborah Tannen. You Just Don’t Understand
    32. 33. Reaching the End Goal <ul><li>Competitive communicators </li></ul><ul><li>Solve problems, win conversation, get it over with, move on </li></ul><ul><ul><li>Dominate conversation with women! </li></ul></ul><ul><li>Tell facts, give advice, interrupt more frequently </li></ul><ul><ul><li>Nouns, verbs </li></ul></ul><ul><li>Concise, precise, to the point </li></ul>Source : Deborah Tannen. You Just Don’t Understand
    33. 34. Remember Women’s “Group Focus” <ul><li>The world is a network of connections </li></ul><ul><li>Speak & hear language of connection & intimacy </li></ul><ul><li>Goal: </li></ul><ul><ul><li>Connect, create relationships, encourage interaction, exchange feelings </li></ul></ul><ul><li>Spiral Path </li></ul>Source : Deborah Tannen. You Just Don’t Understand
    34. 35. It’s About the Big Picture! <ul><li>Facilitative communicators </li></ul><ul><ul><li>Understand & be understood </li></ul></ul><ul><ul><li>Be thorough and be sure salesperson is thorough </li></ul></ul><ul><li>Want / need time to get to know you & have you get to know her </li></ul><ul><li>Use qualifiers, disclaimers, apologies, explanations </li></ul><ul><ul><li>Adjectives, adverbs </li></ul></ul><ul><li>Start at beginning to discuss a topic: more detail </li></ul>Source : Deborah Tannen. You Just Don’t Understand
    35. 36. Capturing These Extremes… <ul><li>Women : people, feelings, relationships – to increase sense of connectedness with others </li></ul><ul><ul><li>Value: </li></ul></ul><ul><ul><ul><li>Perceived honesty & integrity of salesperson </li></ul></ul></ul><ul><ul><ul><li>Can you be trusted & counted on in the future </li></ul></ul></ul><ul><li>Men : business, dollars, sports -- to accomplish, solve, finish task </li></ul><ul><ul><li>Value: </li></ul></ul><ul><ul><ul><li>Salesperson’s financial understanding, knowledge of construction pro/cons, negotiating skills </li></ul></ul></ul>Source : Deborah Tannen. You Just Don’t Understand
    36. 37. What This Means For Delivering Wow!…
    37. 38. Translate What She Wants <ul><li>Women rely on representatives to: </li></ul><ul><ul><li>Listen, interpret needs & understand end use </li></ul></ul><ul><ul><li>Recommend solutions </li></ul></ul><ul><ul><li>Advise on best choice to enhance the quality of her life </li></ul></ul><ul><li>Build a relationship & earn her trust </li></ul><ul><ul><li>Take her, her research, her sources seriously </li></ul></ul><ul><li>Listen to her life story to personalize your pitch </li></ul>
    38. 39. Connect with Her <ul><li>Do you understand & respect women’s information gathering? </li></ul><ul><ul><li>Acknowledge her , respect her </li></ul></ul><ul><ul><li>It will take longer! Don’t rush her or waste her time! Expect questions! </li></ul></ul><ul><li>Avoid interruptions </li></ul><ul><ul><li>Ask more about what she said </li></ul></ul><ul><ul><li>Paraphrase and Restate </li></ul></ul><ul><li>Follow-up with her </li></ul>
    39. 40. Show Her You’re Listening <ul><li>Body language & tone of voice signal respect </li></ul><ul><ul><li>Appear attentive and convey genuine interest </li></ul></ul><ul><ul><ul><li>Women make eye contact and expect it in return </li></ul></ul></ul><ul><ul><ul><li>Vary facial expression, nod head, acknowledge </li></ul></ul></ul><ul><ul><li>Head nods </li></ul></ul><ul><ul><li>“ I’ll think about it ” </li></ul></ul>
    40. 41. “Listen” Online <ul><li>Go to a search engine </li></ul><ul><li>Find search terms of interest </li></ul><ul><ul><li>Start with broad terms </li></ul></ul><ul><ul><li>Refine them as you obtain more information </li></ul></ul><ul><li>Google blog search </li></ul><ul><li>Google alerts </li></ul><ul><li>Reviews </li></ul>
    41. 42. Listening Means <ul><li>Reading and absorbing how people interact </li></ul><ul><ul><li>Blogposts </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Tweets </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><li>Hearing what others say about you, brand, company, products, relevant terms… </li></ul><ul><li>Being willing to interact & engage </li></ul>
    42. 43. Selling to Women <ul><li>Be helpful, open to general conversation, take her seriously </li></ul><ul><ul><li>Introduce yourself, shake hands, </li></ul></ul><ul><ul><li>Encourage her to browse and be available </li></ul></ul><ul><li>Be in high listening mode </li></ul><ul><ul><li>Active listening with no interruptions </li></ul></ul><ul><ul><li>Ask for clarification at appropriate time </li></ul></ul><ul><li>Be a partner, team player, collaborator, advocate. NOT an adversary </li></ul><ul><ul><li>Respect, trust, ask questions, listen </li></ul></ul>
    43. 44. Zappos: Strong Core Values <ul><li>“ Powered by Service” </li></ul><ul><ul><li>Deliver WOW Through Service </li></ul></ul><ul><ul><li>Embrace and Drive Change </li></ul></ul><ul><ul><li>Create Fun and A Little Weirdness </li></ul></ul><ul><ul><li>Be Adventurous, Creative, and Open-Minded </li></ul></ul><ul><ul><li>Pursue Growth and Learning </li></ul></ul><ul><ul><li>Build Open and Honest Relationships With Communication </li></ul></ul><ul><ul><li>Build a Positive Team and Family Spirit </li></ul></ul><ul><ul><li>Do More With Less </li></ul></ul><ul><ul><li>Be Passionate and Determined </li></ul></ul><ul><ul><li>Be Humble </li></ul></ul>
    44. 45. Zappos Online
    45. 46. 10 Principles For Flooring Her <ul><li>Listen </li></ul><ul><li>Be authentic and transparent </li></ul><ul><li>Be responsive </li></ul><ul><li>Offer relevant value & quality </li></ul><ul><li>No hard sell </li></ul><ul><li>Be consistent online & offline </li></ul><ul><li>Be human, conversational </li></ul><ul><li>Be welcoming of different perspectives </li></ul><ul><li>Offer lots of information to address big pictures contexts </li></ul><ul><li>Be dependable </li></ul>
    46. 47. Deliver Wow! <ul><li>Learn how to communicate with her </li></ul><ul><ul><li>Your physical environment, representatives, online presence </li></ul></ul><ul><li>Improve the experience for her [and for him] </li></ul><ul><ul><li>Make her feel appreciated, welcome & make transactions easy </li></ul></ul><ul><li>Train to allow for longer purchasing process </li></ul><ul><ul><li>Happily offer additional information </li></ul></ul><ul><ul><li>No hard sell! </li></ul></ul><ul><li>And community will develop! </li></ul><ul><ul><li>It’s a relationship , not a one-time transaction </li></ul></ul>Source : Andrea Learned. Marketing to Women For the Common Man .
    47. 48. To Learn More… <ul><li>Christine B. Whittemore , Chief Simplifier </li></ul><ul><li>Simple Marketing Now LLC </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Tel: 973-283-2424 </li></ul></ul><ul><li>Flooring The Consumer weblog </li></ul><ul><ul><li>http:// flooringtheconsumer.blogspot.com </li></ul></ul><ul><li>Simple Marketing Blog http:// SimpleMarketingBlog.com </li></ul>
    48. 49. Will You Assess This Presentation? <ul><li>Was this valuable? </li></ul><ul><ul><li>What did you like most? </li></ul></ul><ul><li>Would you recommend it to a friend? </li></ul><ul><ul><li>What would you say? </li></ul></ul><ul><li>What is most important idea you learned? </li></ul><ul><ul><li>What will you put into action immediately? </li></ul></ul><ul><li>What do you want to know more about? </li></ul><ul><ul><li>Your email address for more information. </li></ul></ul>
    49. 50. <ul><li>Thank You! </li></ul>