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Shopping - It’s Play Time For Men
By John Stanley
All the research says that is an important hobby for women and that men are less involved in the retailing experience, but is this the case and should it be the case?
Some retailers understand the male shopper better than others and realize what an opportunity awaits them. I saw some research a few years ago which was carried out by the supermarket industry .They gave a men and women the same list and sent them both shopping. When they reviewed the results, the average man spent 20% more than the average woman with the same list. I don’t know about you, but, if that’s the case I would want more men in my store.
Men tend to be less price sensitive than women especially when you provide them with the right customer experience and it is interesting to see that more and more businesses are working at getting more men in their store.
Would your man go to a Knitting Shop?
What could be more of a female experience than a wool shop? Well take a trip to New York and visit KNIT on East 14th Street and you will find a knit shop that has a strategy to attract men.
This wool shop is no ordinary wool shop or is it? It has an organic café and encourages men to knit, one of its most successful events is its Men Only Knit Night when the men can knit and chat over a cappuccino.
My wife and I recently spent a few weeks working with a group of retailers South Africa, one of our clients was a car show room, you would think in that country that you would not need to try to get men to purchase a car, but as in many countries the shift has been to women buying this product. Nissan have therefore placed a four wheel drive circuit next to there showroom. The customer decides on the car and is then taken for a drive, if you can call it that, on the circuit to show the capabilities of the vehicle. Once the vehicle has been purchased then the new owner can learn to drive on the one day workshop on the circuit.
I would not actually call this a drive, since it takes the vehicle to the limit and is aimed at the man .The skill was using the brake rather than the accelerator , but it was aimed purely at the male gender and was being used as an excuse to go to this showroom rather than the competition.
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