Here’s one thing I know for sure about your consumers. They are either men or women. (Or kids who will soon evolve into one or the other.) Especially in a retail setting, they behave like completely different animals.
Paco Underhill, founder of Envirosell, a market research company dedicated to examining consumer shopping behavior wrote a fascinating book, Why We Buy: The Science of Shopping. In the book, Underhill explores the shopping beasts by gender.
Here are a few observations Underhill made about male shoppers:
~ Men equally rarely ask for the department they want in a store. They’d rather wander around lost and leave if they can’t find it.
~ If a man tries something on, he’ll buy it 65% of the time.
~ Only 25% of men will grocery shop with a list, as opposed to 70% of women.
If men shop this way – what clues does this give you for dealing with men in your environment?
How about the ladies, you ask? Well…
~ If a woman tries something on, she’ll buy it 25% of the time. (Remember, men were at 65%)
~ At the supermarket, over 90% of women brought a shopping list.
~ Women particularly hate being jostled from behind and may leave a store without buying if aisles are too narrow.
Wondering what others are saying about it? Secrets of the Male Shopper is a long but very interesting read about the state of the male shopper. Check it out. Smart thinking made even more notable because the author is an 18 year old student.
So, are your shopping habits typical of your gender? How can you use these insights as you think about your customers?