When it comes to retail shopping men and women have very distinct behaviors, both in the brick and mortar environment and online, and retailers need to tune marketing and merchandising approaches to meet the varied needs.
July 8, 2015
When it comes to retail shopping men and women have very distinct behaviors, both in the brick and mortar environment and online, and business operators need to tune marketing and merchandising approaches to meet the varied needs.
For example, female shoppers are more likely to make that impulse buy, invite others to shop with them and shop as a leisure activity. In comparison male shoppers tend to read all a product’s information before making a purchase, are more likely to sign up for a loyalty card and retailer apps and try various brands of a product before buying, according to a new Retail Perceptions report.
“Despite several similarities between the two, male and female shoppers tend to exhibit some distinct differences when it comes to shopping,” states an announcement on the report. The research reveals 46 percent, almost half of women surveyed, purchase products marketed toward men for their own use, compared to only 25 percent of men.
The report, “Does Gender Influence Shopping Behavior?,” was released by Interactions Marketing which conducted the research, identifies key differences and similarities and offers up methods to effectively engage men and women in the retail experience.
Here are a few other highlights from the report, which is available for download.
More women will use a retailer’s app in the store (80 percent of women, 77 percent men)
Most shoppers like interacting with a store associate than a mobile app, with more men taking that route (60 percent) than women (56 percent)
Men are more influenced by sales associate interaction and will buy additional items more than women tend to (67 percent of men and 64 percent of women)
Men are more inclined to use mobile wallet payments and will leave a store if the payment option isn’t available (men 44 percent, 34 percent women).
