How women and men shop differently online?

Retail is the domain of women. Dahhhh!! We shop to purchase both essential and discretionary goods, to relax, to socialize and to find the latest trend item. So it’s not surprising that women account for over 80 % of consumer spending, according to the U.S. Census Bureau. Men, in contrast, are reluctant store shoppers and much more focused, shopping only when they need to. This can be evidenced at any local shopping mall when you see men lined up outside clothing stores, while their partners are inside shopping. They don’t want to be there! And it seems that this stereotypical behaviour carries over to online shopping. I know that no one would be surprised by those statistics!

So how do we differ? Women are more emotionally vested in our purchases. We will wonder among products and categories and click through to the next item, usually ending up looking at something totally different than what we intended to. I am certainly guilty of this and can find myself easily spending hours on line browsing much to my credit cards (and hubby’s) dismay.

Women will quickly scan the product page then go to the next product they want. Also women tend to shop more in their lunch hour whereas men tend to shop in the evening. (that’s right we will find any excuse to shop). Women will take much longer in a dressing room than men and this transfers online with women taking longer on average to make purchases.

Men tend to stick to their mission when shopping online although they will intensely research the page and all the details and images. They are more focused and intend to buy a specific item quickly. Men search by product whilst women search by brand. Men tend to dig and are more tactical. I’m sure you will notice this when you watch your partner shopping online. My hubby will examine things in great detail, comparison shop and bookmark pages in order to go back and view it all again. It drives me nuts! Just buy it!

So it appears that the gender divide is quite apparent!

There is no right or wrong just different. Our brains are programmed differently so it stands to reason that our shopping habits should vary greatly also. Although you can thank us ladies for keeping the economy going.

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Tradigital Marketing: How to integrate traditional & digital for maximum results

There is a paradigm shift regarding the way people consume marketing messages. Traditional marketing might be the conversation starter but digital is the new destination as usually the first portal to get more detail (think Google). In other words, it is not “traditional” vs. “digital,” its “tra-digital” that will generate better results. The same applies for traditional instore environments.

Using digital platforms like digital signage in traditional spaces can not only assist in increasing sales at point purchase, assist with wait warping (the perceived wait time for customers) and so on but it also creates cost efficiencies in your business, allowing you and your team to be more effective on a daily basis

As a starting point, think how digital platforms can help you in your daily business processes. For example: think about a traditional retail store chain. Often they will print thousands of promotional posters to be shipped to each store and put up on a certain date. There is a huge amount of work in this one task. From initial concept and design, to printing, shipping then hoping that each store follows the marketing teams instructions and puts them in store when needed (and doesn’t forget to pull all the old posters down). That process can takes weeks.

Imagine a much different scenario in which the store replaces traditional print posters with digital point of sale in the form of digital screens in their store window. Yes the cost is higher initially but being able to completely manage and implement new campaigns with the push of a button saves a huge amount of resources on an ongoing basis. You are saving on printing, shipping and labour costs every time you use this digital channel. Not to mention the bigger impact great screen content can have in attracting customers who would’ve walked straight past your myriad of posters.

The communicated message should also tie in with your traditional marketing so if you have an offer being promoted on TV and radio the same offer needs to be promoted in store so there is a direct synergy, no mixed messages and customers understand the correlation. Makes perfect sense doesn’t it?

Now I hear you say “I cannot afford to implement digital point of sale into all my stores”. My response would be “you can’t afford not to”. The benefits outway the costs and you’re competitors will be implementing it so don’t get left behind. Also you can take a phased approach and implement into your key stores first then tweak it as you roll it out to other stores. There are often also finance options which means you can implement now and use the revenue from additional sales and cost efficiencies you have achieved to fund the rollout.

You will convert more customers, be able to better control your marketing messages and save money for your business. It’s a win, win, win!
Digital merchandising

Don’t forget the BASICS!

I love the digital world and I am digital girl but one thing that annoys me is businesses that skip the basic principles when delivering marketing messages to their audience.

Everything from readable content on digital signs to having your contact details and address on your website. I see it constantly! Nothing is more annoying for your potential customers than unreturned emails, hard to find contact information or confusing messaging.

So here are my BASICS. See if you tick all the boxes or if you need to go back to basics!

B     Be polite, promote and passionate – remember your passion comes through in everything you do and every customer transaction. No matter what always be polite and promote what your brand stands for

A    Answer your emails and customer enquiries – it should go without saying however I have lost count with the amount of email enquiries I have sent to businesses that have gone unanswered. Lost sales!

S    Say what you do and do what you say – clearly state what you do in lamens terms on your website and marketing and do what you say you will.

I      Integrate with other marketing platforms – make sure you carry your message across all marketing platforms so the customers can opt in from every platform they chose to

C     Call to action – don’t forget to tell your customers what you want them to do.

S     Simple is best – don’t overcomplicate everything.

Get the basics right before progressing to more complex strategies and solutions for your business. And if you need an ‘outside in’ perspective, talk to us about doing a Digital Review.