If you’re a business owner, or someone who’s simply curious about the different shopping habits of men and women, this may appeal to you.
According to a recent Shop Smart Survey, 76% of women will ask for help when shopping vs. 37% of men. This tells me that men would rather buy the wrong item than ask for guidance.
Also, 76% of women are likely to return an item they don’t like, whereas for men it’s 34%.
Oh, and men and women who shop together have closer relationships, how about that? As they shop, they discuss their goals, their ideas and how they make decisions. They may also hold hands, which is considered a very intimate experience for women.
The study defined three male types and how women can shop with them:
1. Mr. Grab and Go!
This is the impatient man who just wants to get done with the shopping and doesn’t care what gets bought. You know what it’s like working with couples—he wants to run and she’s still looking. Give him something to do: television, wireless connection for his computer, magazines. If you don’t, most likely nothing will get done because she will get upset and just want to leave. Or he will be too antsy and insist they leave.
2. Waiter and Whiner!
This is the man that stands there and taps his toe, keeps looking at his watch and talks about what else he has to do. Again, give him a task, get your Wii system hooked up and running, let him clean the warehouse or run the forklift.
3. Mr. Money-is-No-Object!
Sure this sounds like the best customer for you but he may just be there to flex the muscle that says “I can buy anything I want!” In any case, show that you are concerned about the money he spends and you want him to still get what’s right for him. With customers shopping bargains these days it’s wise that you show you’re concerned about spending and value.
The Hunt vs. the Kill
As for women, they like the hunt, whereas men like the kill.
Hunting takes time; we look under every bush, in the cabinets and the closets if they’re open. We might even look in your price book if it’s handy. By the way, where did you get those shoes? No we’re not ditsy or disorganized, we just like the hunt, the planning and the big picture.
Women buy the big picture, men by products. Women only care about features and benefits when they’re ready to justify the buy. F&B’s don’t sell us—they just confuse us. We’re after how it will all come together, how we’ll use the room and what it all means. Men buy the pair of pants.
Women see endless possibilities, men see the pair of pants. Men didn’t notice your showroom—they don’t need it to make a decision. Women noticed everything about your showroom—that’s where we hunt.
Keep these things in mind when your’e wondering how to appeal to your male and female customers!
