Debra Templar: Check ups, Tune Ups & Makeovers....It’s in the bag!

What Women WantMarketing & Selling to Women

Statistics

Earth’s third largest economy: American men

Earth’s second largest economy: All of Japan

Earth’s largest economy: American women

AUSTRALIA:

85%

of all retail dollars are spent, or influenced to be spent,

by WOMEN

Business Week, May 26, 2003:

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Women’s share of family income rises dramatically with education level. Men still dominate joint earnings in low-education families, but have been eclipsed in families where women have graduate degrees.

What’s more: That trend will only accelerate.Reason: Women are coming to dominate higher education – in

both attendance + graduation rates.Results: Families with highly educated women are where the

loot is.If women are the driving force behind the economy, marketing to

women should be a priority for the majority of manufacturers and retailers.

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MARKETING MISCONCEPTIONS

Women are either totally in control or totally frazzled;

Women aspire to a single definition of beauty;

Women are all connected by the nurturing / mother bug;

Women are all about touchy/feely emotion;

Women want to be Super-women/Super-mums;

Women don’t deal well with aging;

Women’s sense of self-worth is always based on

their relationship with their children and/or partner.

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Don’t:

Waste her time or make her wait;

Give her bad or even marginal service;

Misrepresent your products;

Over-design, over-change or discontinue her favourite styles.

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PINK THINKING RECIPE:

A recipe for weak profits + missed opportunities

One part dated assumptions + informationTwo parts superseded stereotypesOne part limited staff + budgetTwo parts internal resistance to new ideasThree parts fear of turning off men + making expensive mistakesA generous dollop of pastels, butterflies, hearts + flowersAnd a double shake of good intentions and sincerity

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Cousins of Pink Thinking

Senior Discount ThinkingGrade School Thinking

“June Cleaver” Thinking

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DO:

Deliver consistency in quality, service & value;

Reward her for long term patronage;

Portray women as real and show her women she aspires to be and values she believes in.

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THINGS WOMEN DON’T CARE ABOUT

… and will turn them off if it appears in the ad message:

Getting ahead of the Joneses

Gloating

Bragging and boasting

Facts and features

How things work

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Women:

•More often look at price tags

•Are harder to sell up

•Spend more time doing shopping + more often linger + dwell

•Take longer to close the sale

•Compare products/values more often

•Pay more attention to display

•Create, imagine + envision how they will interact with products

•Consider shopping a skill

•Interact more with sales staff

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Secret Women’s Business on Shopping:

Make a good impression: she is watching.Your service should be democratic even if the merchandise is not.Beware of the so-called bonding behaviour of your staff.When she is ready to check out, she is already checked out – hurry!She will come back to stores that like her and are like her.

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Today’s woman looks for

honesty and authenticity and doesn’t have time to be misled. Think about her life not just about

getting her to buy

something.

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GENERATION Y1980 – 1997: Age: 12 – 29

Optimistic

Technology Savvy

Doers

Entitled

Multicultural

Individualistic

Education focused

Socially conscious

Entrepreneurial

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GENERATION X WOMEN:1965 – 1979: Age: 30– 44

Non-traditional upbringing

Gender-neutral

Learners

Technology savvy

All about “me”

Motherhood on hold

Professional careers

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BOOMERS1945 – 1964: Age: 45 – 64

Interests not age

Stressed and time starved

Caregiving

Confident + optimistic

Active + healthy

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Mature Women

Before 1945: Age: 64+

Pre-retirees: (60-65)Active Retirees (66-

75)Seniors (76+)

Selectively indulgentAides + collaboratorsInternet embracers Energetic + active

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Available at the Shop on www.retailservices.com.au

www.thetemplargroup.com.au www.twitter.com/DebraTemplar

Pic Credits: http://www.istockphoto.com and http://shoppologist.blogspot.com

One of Australia’s leading retailing experts, Debra Templar just hates bad customer service and stupid business practices. So… she’s on a mission to change them – one slideshow, presentation, book, or training session at a time:

"I don't just want to improve how we do business for the customer’s sake but also that we, as business owners, sell more stuff, make lots more profit, and love our businesses back to life!“

E: debra@thetemplargroup.com.auMobile: 0417 532383Skype: debra.templar