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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

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