Like many things, it’s not surprising that men and women have different shopping behaviors. It is beneficial for store owners to cater certain displays toward women and others toward men, depending on the item featured and the season. Valentine’s Day is a perfect time to test how creating displays targeted at gender can increase sales because both men and women will be out in search of gifts for their significant others.
You can find countless articles about the different shopping habits between men and women. I would advise glancing over a few of these because they are very interesting. You will find information such as:
- Women spend $4 trillion annually and account for 83% of consumer spending in the U.S. (from WomenCertified.com)
- “A man will pay $2 for a $1 item he needs. A woman will pay $1 for a $2 item that she doesn’t need.”
- One of the most important aspects for men when shopping is checking out fast. One of the most important things for women is the experience and feeling like an important customer. (from a 2007 study done at Penn State)
Knowing some of this information, you may be asking yourself how do you translate this to your displays. Here is what we recommend thinking about when displaying for men:
- Make sure items that your popular items for men are very easy to find and in stock. Because men have a “get in, get out” shopping mentality, they may give up at your store if they cannot find exactly what they are looking for quickly. Instead of creating cute, decorated displays we would recommend focusing on visible signage and keeping products organized.
- Men are less likely to ask for help than women, try to make all products available on the floor. Though it may look better to display an item without the clutter of having multiples of that product, men may not go looking for that displayed product if it is not readily available.
- Especially during Valentine’s Day, men may be a little out of their element when shopping for wives or girlfriends. To make them more comfortable, keeping popular Valentine’s Day merchandise in one area might be a good idea so they are not overwhelmed having to walk and search through the entire store.
Women are a little more eclectic in their shopping style, so you have more freedom with your displays. Here is what we recommend thinking about when displaying for women:
- Because women love options and deals, displaying a plethora of merchandise can be advantageous when targeting women. You can utilize a mix of dump bins, tables and racks to feature lots of merchandise. Displaying products at different price points will allow women to measure their options. Most women are not overwhelmed by a large inventory.
- Make sure that you let your female customers know that you appreciate their business and ask for feedback from them. You can do this by adding things such as comment boxes or survey slips in your store.
- Women are more likely to buy multiple items when they can see them together. For example, when a woman is shopping for her husband, pair that great wallet with a snazzy watch.
How do you make displays more appealing to men verses displaying for women?
