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How retailers should appeal to women

Retailers targeting a female audience need to understand the critical difference between men and women, according to Bob Deutsch of a US marketing firm Brain Sells. Namely, women cycle and men consummate.

Deutsch further defines this key difference between as the sexes as females being oriented toward the conceptual, underlying dynamics, the relationship between things, and to stability over the long-term. The female understands and sees patterns over time.

In contrast, males are oriented toward the present, the concrete, the visual, winning, and themselves. Evolutionarily speaking, the male must “bring home the bacon”. Above all else, males are pragmatists.

With these gender differences in mind, Deutsch offers seven factors retailers seeking to make their brands more appealing to female customers should be aware of.

(Source: Retailer Daily)