How to Market to Women Buyers
Women pack a punch in buying decisions in most U.S. homes, even for big-ticket items such as cars and boats. Companies that repeatedly advertise to men are missing out if they can't see their brand through the eyes of a lady. However, making the brand too female-specific may turn off your male customers, so be careful to avoid making your female marketing strategy too "pink."
Describe Features
Women are more interested in benefits and features of your products rather than power, speed, and traditionally male-oriented items. They want to know how your product can enhance their lifestyle or make their lives easier. For example, if you are advertising a vehicle, describe how easily it carries the whole family and a week's groceries rather than extolling its horsepower and torque.
Give Them Space
Women need time and space to make their choices. Give them room to move around and think while they are making their shopping decisions in your retail store, and do the same thing on your Web site. Give them the ability to ponder their decisions without forcing them to make quick choices. Provide plenty of product information too, such as colors and styles, and offer them a variety of options to make their shopping decisions easier.
Make Returns a Snap
Most women like top-notch customer service, and nothing turns them off faster than difficulties with issues such as returns. Making it easy to return items reflects positively on your brand, and you will gain more women shoppers in the bargain.
Save Them Time
Did you know that women are the largest group of online shoppers? It saves them time. Nearly 80 percent of women research products online before they buy, so it pays to ensure that your Web site is easy to navigate and provides comparisons and other ways for them to research their purchases quickly and effectively. You will attract more women to your site and they will network about it, drawing other customers into your online marketplace.
Take a Survey
You can't effectively serve your female customers if you don't know what you are doing wrong. Develop a survey for women who shop at your site and find out what they do and don't like. Similarly, stay up to date on customer service issues so you know what is working and what is not. For example, check e-mail feedback, product returns, and complaints regularly, and take steps to fix any problems as soon as possible.
Don't Insult Them
You don't need pink and lavender Web pages and other gimmicks to attract women. This will alienate male customers, and most women are wise to those marketing tricks anyway. Just present straightforward information and great customer service. Save them time and women will begin to be your biggest customers.
Satisfied female customers are much more likely to network about your products. Women will share their experience with their friends, and your sales will grow as the word spreads.
