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Five Approaches Retailers Should Take To More Effectively Reach Women

Guest Blog by Laura Bernier

Today’s woman is a key decision maker for her household, and yet, many retailers aren’t effectively targeting the female market. When you consider that women account for 85 of all consumer purchases[1], and by 2020 women will spend $7 trillion annually[2], it’s clear that it’s time to up our game.

Insights in Marketing, LLC conducted a survey of 1,300 women, ages 18-67, to uncover five Female Behavioral Insight Profiles (FBI ProfilesTM). The goal? To help retailers get better acquainted with who their customers are. Uncovering these female profiles gave us better insight into what motivates her to buy, and, in doing so, revealed how to best communicate with female shoppers. We’ve arrived at the following tips to help sharpen your communication skills when it comes to women.

1. Start and end with her.

Putting her first requires you to have a deep understanding of who she is, beyond demographics, attitudes and purchase behaviors. Get to know her psychological makeup, and you will able to predict her underlying motives and shopping behaviors. Psychology and marketing go hand in hand. Did you know that 37 percent of women 18-67 say they often shop to feel better[3]? How can your business capitalize on that?

Lululemon does it by “promoting an ethic of self-betterment through exercise, positive thinking and clothes.” The company understands that women aren’t just looking for new workout gear, they’re seeking “the potential to transform into the best imaginable version of themselves.”

2. Tailor your communication to connect with her.

Women feel a lot of pressure to make the “right” purchase decisions for their households. Is a product healthy? Good for the environment? How will it make her feel like a better person/wife/mother? Nearly 80 percent of women say that their first obligation is to their home and family[4]. Brands should be aware of that component and provide a good combination of emotional and functional benefits to help her make a decision she feels good about.

One great example of a company doing just that is Whirlpool Duet Washer and Dryer: Teen Jeans Spot. The marketing campaign communicates the tension that a mom experiences between her daughter’s angst over potentially faded/shrunken jeans and the confidence she has in Whirlpool’s sensor/adaptor technology. This mix of emotional and functional benefits validates mom’s own concerns and reassures her daughter.

 

3. Avoid being overly reliant on demographics.

We often see women being marketed to as a homogeneous group without accounting for the varying motivations behind behavior. Retailers should avoid trying to be everything to every woman.

Look at Publix, for a great example. The store attracts empty-nester, higher-income females. But, via their in-store experience of high-touch interaction with shoppers, premium products, cooking classes, and the tagline, “Where Shopping Is A Pleasure,” the store has transcended demographics. Publix consistently draws in women motivated by their desire for convenience, wrapped up in a sensory shopping experience.

4. Don’t stereotype.

One popular stereotype says that women love to browse and experience products before making a purchase. We’re taught that men are “mission” shoppers who like to get in, get what they need, and get out. The truth is that women buy differently, and not just from men, but from one another as well. Avoid these stereotypes by understanding the values, needs, and core motivations for your target consumer.

We can learn a lot from examples set by Lowe’s and Home Depot. Both home improvement businesses understand that not all women like to browse. In response, both stores have created sample rooms to help consumers visualize what they can create. All of the components are accessible nearby, so there is no need to search the store for each item.

5. Be different by driving for consistency.

Stand apart from the pack by executing with consistency. No matter who your consumer is at the core, be consistently authentic, truthful and transparent. Only 23 percent of women 18-67 say that they think advertisers and marketers are trustworthy[5], so be aware that they can see through inauthentic or inconsistent communication.

Nordstrom is notable when it comes to executing with consistency. The department store maintains extraordinary standards of customer service, whereby associates communicate and receive feedback from consumers preventing any “issues” before they start. The consistency also extends to social media, in which Nordstrom invites consumers to have a say by allowing them to “Be The Buyer” and vote on specific items they should carry. Engaging in a two-way conversation goes a long way with women shoppers.

For more information on transforming how you market to women, download Insights in Marketing’s free e-book, “Getting Women To Buy: Better Insights to Transform Your Marketing.”

Laura Bernier is Senior Strategic Planner at Insights in Marketing, LLC (IIM)


[3] Insights in Marketing, LLC Proprietary Research 2013

[4] Insights in Marketing, LLC Proprietary Research 2013

[5] Insights in Marketing, LLC Proprietary Research 2013

First Impressions: Changing Your Storefront can Increase Walk-ins

Guest Blog by Ryan Gavin

As a small business owner, how often do you look out front and notice people walking by without even looking? Potential customers walk by daily and don’t even give you the chance you deserve. First impressions are everything. Window shopping hasn’t gone away yet, and it’s still an important element of attracting customers. You can’t make passersby come inside your business, but you can catch their eye.

Modern storefront windows, possibly with a catchy logo or message, are your best chance for making a mark on passersby, who will judge your business in a split second. Compare yourself to the neighboring businesses. Keep in mind the idea is to stand out from them. If their storefronts are repulsive, you have to look normal. If their storefronts are average, you have to look above average. Commercial windows have many benefits other than just standing out. Whether you have a small store or a huge building, your business will be represented as more professional, and the more professional the better. Shop owners often think that their store will sell itself and that signs can grab the attention of any potential customers and pull them in. Unfortunately, this is not the case. Without that professional appearance, you won’t appeal to your customer base. However, if you do grab their attention, your sales can significantly increase.

Commercial storefront doors and windows increase curb appeal. Storefronts can come in many shapes and sizes. Custom storefronts would be the way to go for this one. Choose one that matches your personality, and that of your business type. For example, shop owners should focus on nice strong and attractive glass. Choose a frame design and material that isn’t too overpowering of what the window is showing, but something that pulls their attention off of the sidewalk. The right storefront can make all the difference in catching the eyes of passersby. Besides the interior design you may need, these exterior appearance changes can reduce the number of people who walk by without a second thought.

Why Even Bother With Renovations?

What’s the point of going through the trouble just to catch the eye of a customer? Put simply, a customer can turn into a loyal shopper. A new storefront can increase your business’ potential customer base, leading to an increase in sales and overall profit. Many small business owners don’t realize the value of their business’ appearance. Once the customer makes it into your store, it’s up to you to make the sale and convert them from a customer to a loyal shopper. Keep in mind: The first impression of a building is a major component of making a sale, so make sure yours is a good one.

Ryan Gavin is an associate of Aeroseal Windows & Storefront

A More Sustainable Side of Shopping

Guest Blog by Ian Lifshitz

Reflecting on the 2013 holiday shopping season, it’s clear that U.S. consumers are shifting how and where they buy.  According to comScore, online holiday season sales rose 10 percent from 2012, including an 18 percent increase in online spending on Cyber Monday and a 15 percent increase on Black Friday.

E-commerce is expected to continue flourishing, with mobile transactions accelerating and online retail sales projected to reach $434 billion over the next four years.  Of course online shopping is convenient, but we are learning that consumers can also feel good about its big picture environmental impact.  A Carnegie Mellon University study found that E-commerce is the less energy-consumptive option roughly 80 percent of the time, when compared with brick and mortar shopping.

As retailers expand their online capabilities, they should explore ways to promote the intrinsic environmental benefits of shopping online.  Here are five ideas that online retailers might share with their customers:

  1. Less energy is consumed during the overall transport process.  Purchasing online results in a reduction of miles driven during a product’s journey to the consumer.  For a brick and mortar purchase, a shopper must travel to and from the store to purchase items that required shipment from a central warehouse.  Online purchases remove consumer travel from the environmental impact equation while using delivery services that optimize routes for fuel efficiency. The U.S. Postal Service and private companies like UPS already travel these routes, with some urban environments even incorporating walking into their normal deliveries. All of these elements result in a reduced carbon footprint.
  1. Packaging can be repurposed.  Packaging used to ship purchases to a consumer’s home can be repurposed in a numerous ways.  Throughout the year, boxes can be re-used to ship gifts or care packages to loved ones in other locales, used to wrap up gifts for in-person giving, or employed for off-season storage.  A lesser known use for some shipping supplies is fertilizer; certain shredded paper can actually be incorporated directly into compost.
  1. Responsibly-sourced materials are increasingly available.  The pulp and paper industry is continually innovating around sustainable packaging, light-weighting packaging while maintaining strength to increasing proportional use of post-consumer content.  The industry is also responding to demand for renewable packaging materials that are responsibly grown.  For example, paper and board packaging can be made from virgin fiber that is sustainably sourced from renewable plantations.  Certain climates, like those around the earth’s equatorial band, are optimal for accelerated tree growth and shortened maturity cycles for tree harvesting.
  1. Retailers are responding to consumer input.  Online retailers are actively reducing their environmental impact in response to consumers expressing interest in more options in package selection.  For example, Amazon is working with manufacturers to give customers the option to receive products boxed in “Frustration-Free Packaging” or to have items consolidated into one shipment to reduce the overall amount of packaging materials used.
  1. Online marketplaces foster reuse.  When considering online shopping and efforts to reduce, reuse and recycle, don’t forget to look beyond the packaging to the products themselves.  Giving another life to a used product through the emerging sharing economy is a wonderful way shoppers can exercise their eco-friendly muscle.  Online services like eBay, Craigslist and Etsy’s vintage section, enable buying and selling of (re)used goods such as books and collectibles, which can make for some thoughtful and cherished gifts.

The migration to online shopping may be rooted in convenience, but the rising trend in awareness around responsible purchasing cannot be ignored.  Those retailers who understand and embrace this view will be better positioned for a successful future.

Ian Lifshitz is the sustainability director for the Americas for Asia Pulp & Paper Group (APP).

Retailers: What’s in the way of your sourcing success?

Guest Blog by Steve Whiteman

Coming off a less than spectacular holiday shopping season, the retail industry is once again feeling the squeeze.  According to USA Today, of the 29 retailers that recently reported earnings guidance for the current quarter, 25 of them were negative. Adding to the uncertainty is a recent report from Standard & Poor, which predicted that rising healthcare costs and low retirement savings will hurt discretionary spending in the coming year.

The worst news, though, comes from Deloitte, which reported that the number of retailers going bankrupt has increased over the past three years – rising 6 percent last year and up 18 percent since 2010.

For retailers, trimming costs is more important than ever. And when it comes to improving margins and profitability, procurement is always a good place to start.

In the last decade, full-service e-sourcing has emerged as an essential tool for maximizing the value of a retailer’s supply chain. E-sourcing gives procurements teams a fast and easy way to secure more favorable terms from suppliers, eliminate inefficient processes, and glean data-based intelligence for smarter sourcing strategies. By establishing e-sourcing as a key part of the procurement process, organizations can fight against rising prices and uncertain consumer spending, and more importantly – transform the supply chain into an engine for value and growth.

Unfortunately, for many businesses – not just those in retail – procurement transformations can be daunting – filled with internal obstacles that hinder success.

In many cases, procurement leaders face resistance from buyers – either because they’re concerned that reverse auctions will damage long-standing and carefully nurtured supplier relationships, or they’re skeptical that technology and outside experts can replace traditional procurement skills or experience.

In other cases, buyers don’t believe that strategic sourcing can have a notable impact on greater business objectives – or that e-sourcing can live up to its claims of double-digit savings without negatively impacting quality or service levels.

Additionally, many procurement teams lack the staff and resources required to successfully execute a sourcing transformation.

Fortunately, there are several strategies that sourcing leaders can employ to overcome these hurdles and get their organization fully committed to supply chain excellence.

Get the C-Suite Involved

Enlisting the help of the CEO or CFO can be a powerful and effective way to ensure that your procurement team is onboard with e-sourcing. The c-suite sets the tone for the entire company – and it’s no different with procurement.

A CEO or CFO can ensure that buyers accept e-sourcing as a critical component of the procurement process by confirming and reaffirming – both publicly and privately – its importance to the overall goal of maximizing supply chain value, and continually articulating the company’s commitment to financial success.

By positively showcasing confidence in e-sourcing, the c-suite can help buyers overcome their doubts of the technology.

Empower Buyers

While the c-suite can set the overall tone, e-sourcing success ultimately depends on buyers being invested and dedicated to the process. Procurement managers can achieve this by clearly articulating what’s at stake for them – and the business itself.  

The best way to get buyers to buy-in is to celebrate sourcing success with employee recognition programs that reward buyers that hit particular goals – such as running the most sourcing events, or sourcing the highest amount of spend. By publicly recognizing the most successful savers, procurement managers can instill a positive and competitive team environment.

Additionally, managers can include e-sourcing metrics in buyers’ KPIs and annual goals. This ensures that buyers’ sourcing success will translate to their professional growth.

Provide the Tools to Succeed

Of course, once buyers are invested in supply chain transformation, procurement leaders will want to put them in the best position to succeed.

E-sourcing can enable retail buyers to make more informed procurement decisions by providing greater insight into a company’s spend – including the category volume, suppliers used, historical data, market trends, and more. With this insight, buyers can run more sourcing events, with more effective techniques – including combining vendors or sourcing multiple categories in a single event.

And with the help of outside sourcing experts, procurement managers and buyers can better understand when the best opportunities are to source specific categories, and ensure that events are run quickly and with the most effective strategy to yield the best possible results.

Driving Growth and Profitability

The key to a successful sourcing transformation in positivity and empowerment.  The company culture shift requires complete organizational participation, from the top down. It starts with the c-suite – but after that, procurement managers need to ensure that buyers are empowered and are rewarded and recognized for their success.

By committing to maximizing the value of their supply chain, retailers can win a major competitive edge that drives revenue and brings more customers in the door.

Steve Whiteman is Chairman and CEO at Intesource. Intesource’s latest report — “Overcoming Internal Roadblocks to Sourcing Transformation” – is available now for download.

Let There Be Light: Four Tips for Boosting Productivity at the Office

Guest blog by Angelo DiGangi

Remember those bulky, flickering tube lights that adorned the ceiling of your elementary school? The distracting hum? The intense glow bearing down? Alas, these eerie fixtures didn’t exactly create the ambience for long division mastery!

The truth is, proper lighting is crucial for workplace efficiency. Ineffective lighting can lead to poor morale, eye stress and fatigue. Finding the right balance, however, can be tricky – there are many subtle factors to take into account. Fortunately, a little know-how can go a long way.

When addressing the lighting in your place of business, always keep your task in mind – what works for some might not work for all. That being said, consider these useful tips for jumpstarting energy levels and encouraging productivity in the workplace.

1. Keep it consistent
Ever gone from a hazy, dimly-lit cocktail lounge to a bright, colorful frozen yogurt shop? Well, it’s just plain confusing – both for your body and for your emotional state! Studies suggest that abrupt changes in lighting can increase fatigue. Thus, keeping the lighting balanced throughout the workplace is crucial for maintaining consistent energy levels. Overhead fixtures, as well as lamps situated at varying levels, can help keep ensure an even distribution of light.

2. Avoid direct glare
Direct glare – from lamps, overhead fixtures, or natural sunlight – is known to cause lethargy. In order to avoid that dreary brain fog, look for ways to diffuse the light emitted from bright lamps and sunshine. Consider using a larger number of low-brightness fixtures to keep it mellow. Light-colored curtains or blinds on windows – along with shades for lamps and covers for overhead fixtures – can help spread the light evenly, without blocking it. Glare-controlling baffles and lenses, when attached to a fixture, do a great job diffusing direct rays.

3. Out with the old and in with the new
If you haven’t heard the hype, it’s time to ditch those old incandescent light bulbs and out-of-date fluorescents! While CFL (compact fluorescent) technology has improved tremendously in recent years, consider making the switch to LED (light emitting diode) bulbs. In addition to being more energy-efficient, reliable and safe, LEDs give off a softer light more suited to natural productivity. Depending on the size of your business, however, overhead fluorescent fixtures might be more suited for the job.

When investing in new light bulbs and fixtures, pay attention to the Color Rendering Index. Our vision systems shift to overdrive when confronted with poor color rendering – thus draining our energy and causing weariness. This quantitative scale shows the extent to which a light source retains natural color. Sunlight, for example, scores a 100 on the Color Rendering Index. Which leads us to our final tip…

4. Utilize natural light
That’s right: no light source holds a candle to good old-fashioned sunlight. Research consistently shows that natural light keeps us energetic and alert. That being said, do be careful of direct rays – this can have the adverse effect! When properly trapped and diffused, however, a little sunlight can work wonders on office morale.

If images of buzzing, alien-esque tubes dangling from the ceiling of your third-grade classroom still haunt you in your sleep, it’s time to listen to your dreams. After all, it’s not your fault you never learned the difference between a subject and a predicate – it was those obnoxious lights!

When considering ways to maximize energy levels and boost productivity around the office, never underestimate the power of quality lighting. A few simple changes can make all the difference.

Angelo DiGangi is a Home Depot on-the-floor store associate in the Chicago area, and a regular contributor on electrical topics for Home Depot’s website.