4 ways your business can benefit gender-specific marketing campaigns

Posted by Ross McTaggart on April 2nd, 2014 at 7:00 am

Research shows, a greater proportion of women shop online. According to a Nielson.com report that highlights a whopping 72 percent of women have shopped online within the past 30 days, in comparison with 68 percent of men. While that may not come as a huge surprise, it does signify a need for companies to take this into account when devising their marketing strategies. This means being fully aware of the different habits of both male and female consumers, and working out how best to incorporate this information to generate maximum sales potential for your company. So, let’s take a look at how this can be approached.

Greater use of marketing emails

Fourteen per cent of women claim to have found their most recent online purchase from a marketing email. When men were asked the same question however, it appeared that only eight per cent followed suit. So if your business is all about sending out marketing emails to catch a potential customer’s attention, it could well be worth tailoring it more towards your female clientele. It is worth knowing however, that women search for brands first and foremost, rather than specific products – so be sure to really push your company’s brand when you’re compiling a marketing email.

Push those promotions

If you’re having a big sale to launch a new brand, the end of season wares, or a special event, make sure that your female customers are in the know. If there’s one thing women love more than getting a great bargain, it’s being able to proudly tell all of their friends about it. So the greater you push those promotions, the more likely you are to boost sales, and with to-die-for bargains, come the likelihood of recommendations – so essentially, your female customers are promoting your company for you.

Don’t assume the gender stereotypes are correct

An article published on mashable.com shows that a massive 88 per cent of women purchased a tech-related item in 2010 (83 per cent men). Perhaps even more unexpectedly, a recent UK study showed men spending more on shoes than women. It’s definitely time to stop thinking about gender stereotypes and take a proper look into your customer statistics. That’s not to suggest that women no longer buy shoes, though – that would be insane!

Engage with your customers

Send us a tweet; let us know on Facebook – more and more women are turning to social media to brag about their purchases or to pose queries to retailers. Women are naturally a chatty bunch, so if there’s a handy chat section on a website, they may be more inclined to use that, than to simply rattle off an email to an unknown customer service team. Put simply, women like to talk to people, so installing a chat feature on your website where female customers can chat about their queries in real time could be beneficial to your customer satisfaction rates. And everyone knows that if a customer is happy, they are more likely to come back for more – you only have to look at the statistics for proof: “55 per cent of women are more likely to buy from brands they interact with on social media” - practicalecommerce.com.

Are you surprised that women take the lead in online shopping? Can you think of any other marketing strategies to target female shoppers?

For the full infographic click here.

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