Dr. Glenn Gearhart CEO of World Market Vendor Services, Inc. provides News and Commentary

In Retail- SEX Makes A Difference

SEX makes a difference- USE it wisely!

Gender and online shopping

I always say: “Most women are wiser than men, they just keep it to themselves.” What do you think? Am I correct?

I read an independent study that found women to be more satisfied than men when buying online. That conclusion may still be accurate for some online stores, but at World Market men are working hard to catching up.

One study found that women displayed stronger shopping loyalty to specific eCommerce sites. The factors measured included: website design, ease of use, the product range, price levels, payment method, shipping options, and delivery time. Their satisfaction meant more return shopping visits to the vendor and more repeat buys.

“Men Are From Mars, Women Are From Venus.”

In eCommerce marketing and selling, there is some truth to that statement. Studies have shown that men tend to shop online in a more goal-driven manner than women. By goal-driven I mean men tend to inform themselves via search engines or comparison-shopping sites before buying. In contrast, women are more often inspired by images and product descriptions. They also rely more on the recommendations of friends. Recommendations play a greater role for women, in general. What does this mean to you as an online vendor? How do you use this market intelligence? To grow your company you should consider addressing the needs and trends of both sexes. When posting products consider a few things:

1] Images - Post an accurate and descriptive picture of your product or service. If you can’t obtain a photograph, create an image or illustration. The old saying “A picture is worth a thousand words” remains true. Figure out for each product or service an image that speaks at least 500 words.

2] Descriptions - Post an accurate, concise, easy to read and understand, description of your product or service.

3] Pricing - Make sure the base price of your product gives your customer great value and in the product description text make that point clear. If your product is not the lowest priced compared to a competitor, use the product description to explain why yours is the better product, and worth the extra money.

4] Special Deals - To really close the sale, offer a short-term sale, discount coupon, or Targeted e-gift card. Use special pricing to get the customer to know they are special and create a sense of urgency. They need to make the purchase NOW, not tomorrow or next week!

5] Customer Service - Follow up each sale with quick shipment and quality customer service. This is the key to getting the referral you need to capture new buyers via referral.

With these five points you can strongly appeal to both men, who love to research a purchase, and women, who carefully consider images and descriptions, and are influenced by referrals from friends.

We welcome the opportunity to help you grow and sell to both men and women. To learn more about international marketing and selling, and growing your business globally, continue to monitor this Blog, review the relevant prior Blog posts and visit the World Market Support Center.


Gender and customer loyalty