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Study: Using technology to romance female shoppers

Waggener Edstrom study details how technology helps and hinders retailer's ability to reach the modern female shopper.

May 8, 2015

A new report by Waggener Edstrom, Romancing the Store: Reconnecting in the Empowered Shopper Era, found that there are several challenges of selling to the modern female shopper, who can browse, find deals and check out faster than ever before. The study advised caution when interacting with customers and technology, pointing out how an influx of technological techniques could jeopardize customer relationships if not managed carefully.

“Retailers who seamlessly integrate technology into the overall shopping experience have a leg up in this new Empowered Shopper Era,” Tiffany Cook, Waggener Edstrom executive vice president and retail sector lead, said in a statement. “When done right, tech gives marketers more tools than ever to put the romance back into the customer relationship and even compete with the likes of Amazon.”

Waggener Edstrom’s study explored the emotional drivers for women shoppers ages 25−40, detailing the unique marketing opportunities for retailers in today’s technology-infused customer experience. Finding included:

• Technology should enhance the shopping experience; today’s shopper seeks escape more than ever.
• When done correctly, technology can be a seamless part of the overall experience and help bolster sales.
• When the relationship becomes too transactional, retailers risk losing customer loyalty.
• Women today approach shopping as a skill, a game to be won by finding the best discount, but discounts drive only short-term relationships.
• And too many tech options can threaten shopper confidence. For shoppers, endless information across channels can feel like a high-pressure situation to make the right choice. 

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