Leisure marketers who sell at retail should train their sales associates to cater to women’s desire to have a great experience, and men’s desire to make a great escape.
In marriage men are from Mars and women are from Venus. But in the world of retail, men are from Sears and women are from Nordstrom.
According to a study from the Wharton School of Business entitled, Men Buy, Women Shop, men are more focused on the mission, women on the experience.
The study confirms 6 findings every married couple already knows:
- Women react more strongly to sales associates who pay attention to them.
- Men respond more positively to sales associates who stay out of their way.
- Women are more loyal to stores with sales associates understand what products best suit them.
- Men like stores where the sales associates help them find the items they want, and get them out faster.
- A store is more likely to lose a female customer because they don’t have enough sales help.
- A store is more likely to lose a male customer if a product they come to buy is out of stock.
So if you’re doing leisure marketing at retail, be sure to tailor your retail experience to the audience you’re trying to reach.
- If you cater to women, train your sales people how to match your product line to the likes and interests of your customers.
- If you’re selling to men, train your sales people to help their customers quickly find what they want and get them on their way.
- If you’re selling to both women and men, train your sales associates to do switch back and forth.
According to Wharton marketing professor Stephen J. Hoch, the study’s findings mirrors the gender differences men and women experience in other areas of their lives. “Women think of shopping in an interpersonal, human fashion and men treat it more as… a job to get done.”
Read more about the “Men Buy, Women Shop” study at http://bit.ly/TKwLu