Tips for Attracting Female Shoppers

Bridget Brennan, CEO of Female Factor and author of the best-selling book Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers, says retailers can attract more business from female shoppers if they follow a few simple rules.
“The number one rule in retail is: ‘Know thy customer,’ and at most times and in most places, that customer is female,” Brennan said. “I think the home improvement industry has an enormous opportunity with women, who are responsible for initiating 50 percent of home improvement projects and are worth $70 billion to the industry. The bar for customer service is so low that those who provide it will find a very enthusiastic audience.”

Brennan offered the following 10 strategies for connecting with female customers, pointing out that “the things you do for women also benefit men.”

  1. Emphasize service above all else.
  2. Promote projects, not components.
  3. Inspire her.
  4. Create a light, bright, clean environment—Put something familiar near the front of the store so she feels at home.
  5. Demo products whenever possible—Confidence closes sales and women like to buy accessories.
  6. Hire more women—Don’t just make them cashiers.
  7. Advertise to women—Get away from product/price advertising.
  8. Carry female-friendly products.
  9. Show that you appreciate her business.
  10. The little things are the big things—Restrooms are a big deal and a great opportunity to cross-sell. Make aisles wide enough to accommodate strollers.


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