Women control 85% of all purchasing decisions and 93% food-related purchases, so don’t neglect them when marketing your new store.
Although I grew up in the Midwest, the social courtesies ingrained in me seem to be firmly rooted in the South. My father taught me things like the importance of standing up at a table when a guest arrives or holding a door open for a member of the opposite sex.
I was also taught very specific manners when it comes to talking to a woman. It had a lot to do with showing respect and really listening – rather than waiting for my turn to speak. It turns out, that advice is equally important in the world of marketing when targeting female shoppers.
Here are three suggestions to maximize your ROI when targeting females:
Technology has given us countless ways to communicate with one another. Unfortunately, when women are doing the talking, too many marketers are not listening. Writer Holly Pavlika notes that, according to research from Acuity Group, 73% of customer tweets go unanswered. If you really want to know what’s on the female shopper’s mind, spend some time getting her feedback on how to make shopping easier.
A recent MediaPost article revealed that 50% of female shoppers preferred having stores stay open after kids’ bedtime. Another motivating incentive is free shipping: a study analyzing more than 100 million online transactions revealed that purchase conversion rates were twice as high when marketers offered free shipping compared to offers of product discounts alone.
Pay attention to her friends
Research has established that women are also very comfortable in the social space. They love to be the first to share hot tips on great deals they receive. A recent infographic revealed that 92% of women will pass on news about good deals to their friends. Talk about a tremendous return on your investment! Consider offering incentives a la Groupon or LivingSocial to reward customers who bring other shoppers your way. And, be sure to make your “deals” conversation-worthy. Is your offer significant enough to warrant a water-cooler conversation or a quick email to her BFFs?
Timing is everything
Whether they’re stay-at-home moms or juggling careers and kids, women are busy. Catching them at the right time when they’re ready to talk about shopping is critical. According to a recent study on email promotions, many marketers are missing the mark when it comes to sending email messages out to potential shoppers. The study showed that people are more likely to buy in the afternoon or evenings (65%), while most marketers tend to send emails in the morning.
Also, Tuesdays and Fridays are the best days of the week for making online sales (28% and 26% respectively), while Saturdays are the worst at 3%.
If you’re targeting female shoppers, just remember what insightful mothers and fathers have been teaching their children for years. Marketers who take the time to get to know their female customers, involve friends in their decisions and choose the perfect time for conversation will find the extra effort can really pay off.
And, don’t forget to stand and show respect when they get to your table.