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.”