CustomHer Experience

1. Women are the world's most influential consumers, controlling 80-90% of household purchases

Women are the Chief Purchasing Officers in their households and the most influential consumers in the world.

Economic powerhouse. Women control about $43 trillion a year in consumer spending, making them a formidable economic force. Their influence extends beyond personal purchases to household decisions, including major investments like cars and homes. Women not only make purchases for themselves but also influence the spending of three to four generations around them - parents, children, and extended families.

Overlooked demographic. Despite their purchasing power, 91% of women feel misunderstood by advertisers. This disconnect represents a significant missed opportunity for businesses. Companies that recognize and cater to women's needs and preferences have the potential to tap into a vast and loyal customer base.

Referral potential. Women are 25-30% more likely than men to make referrals. They are more socially generous when it comes to sharing purchasing decisions and consumer reviews, both positive and negative. This makes women invaluable brand ambassadors when their needs are met and experiences are positive.

2. Physiological differences between men and women impact consumer behavior

Women use both sides of their brains to communicate, while men only use one.

Brain structure differences. Women have verbal centers on both hemispheres of the brain, while men have them only on the left hemisphere. This results in women using more words to communicate and having a greater ability to express emotions and feelings. Women also have a larger deep limbic system, responsible for emotion, learning, and long-term memory.

Shopping behavior impact:

• Women are more likely to engage in "retail therapy" due to the release of dopamine, serotonin, and oxytocin during shopping
• Female consumers focus more on the journey and experience of shopping rather than just the end product
• Women are more likely to depend on sales associates for information and value building relationships with brands

Communication style. Women's enhanced ability to communicate and connect emotionally means they are more likely to share their experiences - both positive and negative - with others. This makes creating positive brand experiences crucial for businesses targeting female consumers.

3. Creating a hedonic shopping experience appeals to female consumers

Women will pay 32 percent more in a hedonic atmosphere as opposed to a utilitarian atmosphere.

Hedonic vs. utilitarian. A hedonic atmosphere heightens sensations and speaks directly to the limbic brain, focusing on feelings and memories. In contrast, a utilitarian atmosphere is designed to be practical and task-oriented. Women tend to prefer and respond more positively to hedonic shopping environments.

Key elements of a hedonic atmosphere:

• Warm and inviting colors
• Soft, flattering lighting
• Comfortable seating areas
• Pleasant scents
• Appropriate music
• Thoughtful product placement
• Clean, well-stocked washrooms with feminine amenities

Online considerations. The concept of a hedonic atmosphere extends to online shopping experiences as well. Web stores should be designed with freedom of movement during navigation, adequate music, and an overall pleasant user experience to generate positive responses from female e-consumers.

4. Building trust and emotional connections is crucial for attracting female customers

People will remember what you said, they will forget what you did, but they will never forget how you made them feel.

Emotional engagement. Emotionally engaged customers are three times more likely to recommend a brand, three times more likely to purchase, less likely to shop around, and much less price-sensitive. For women, emotional connections are particularly important due to their larger limbic system.

Trust-building strategies:

• Show genuine interest in the customer
• Practice active listening
• Demonstrate empathy and compassion
• Be consistent in delivering positive experiences
• Address concerns promptly and effectively

The Connection Formula. To create emotional connections with female consumers, focus on:

1. Compassion and empathy
2. Revealing vulnerabilities
3. Engaging genuinely
4. Assuring and validating
5. Taking time to build relationships
6. Evolving the relationship over time

5. Tailoring brand experiences to women's needs and life stages drives loyalty

Understanding Her and creating a customHer experience must be emotionally driven and human focused.

Life stage considerations. Women's needs and priorities change throughout their lives. Businesses should consider the following life stages when creating customer personas:

• Single
• Married
• Young family
• Empty nester
• Platinum years (retirement)

Personalization tactics:

• Create detailed consumer personas for each life stage
• Map out the customer journey from a female perspective
• Identify pain points and opportunities at each touchpoint
• Train employees to recognize and respond to different life stage needs
• Capture and use personal information to tailor future interactions

Beyond demographics. Traditional customer segmentation based on age, sex, marital status, and location is not sufficient for understanding female consumers. Businesses must dig deeper to uncover women's needs, fears, goals, and desires to create truly personalized experiences.

6. Increasing female representation in leadership positions benefits businesses

Companies in the top quartile for gender diversity are 15 percent more likely to have financial returns above their respective national industry medians.

Business benefits of gender diversity:

• Improved financial performance
• Enhanced creativity and innovation
• Better understanding of female consumer needs
• Increased ability to attract and retain top talent
• Enhanced company reputation

Current state of gender diversity. Despite progress, women remain underrepresented in leadership positions:

• 21% of C-suite executives are women
• 38% of manager-level positions are held by women
• Women are 30% less likely to be called for a job interview than men with the same qualifications

Strategies for improvement:

• Set specific goals for female representation at all levels
• Implement sponsorship programs for high-potential women
• Address the "broken rung" by focusing on promoting women to first-level management positions
• Create a supportive culture that empowers women to speak up and advance

7. Developing emotional intelligence in employees enhances customer experiences

Emotional intelligence is having the capacity to blend thinking and feeling to make optimal decisions—something critical to building your sales to women.

Key EQ competencies:

1. Consequential thinking
2. Optimism
3. Compassion and empathy
4. Vulnerability

Training methods:

• Experiential learning: Put employees in real situations to practice EQ skills
• Role-playing exercises
• Sharing personal stories to build empathy
• Encouraging self-reflection and self-awareness

Benefits of high EQ employees:

• Better ability to read non-verbal cues
• Improved conflict resolution skills
• Enhanced relationship-building with customers
• Increased adaptability to different customer needs and personalities

8. Consistency and accountability are key to maintaining customer trust

Trust + Accountability = Results

Building trust. Consistency in delivering positive experiences is crucial for building and maintaining trust with female consumers. Trust is the foundation of customer loyalty and brand advocacy.

Accountability culture. Foster a culture of accountability within your organization by:

• Encouraging employees to take ownership of their actions and results
• Focusing on solutions rather than blame
• Celebrating successes and learning from failures
• Providing regular feedback and coaching

Maintaining consistency:

• Develop clear brand standards and guidelines
• Regularly train and refresh employees on brand values and customer experience expectations
• Implement quality control measures and mystery shopping programs
• Solicit and act on customer feedback

9. Embracing diversity and fostering a female-friendly workplace culture attracts top talent

If women don't enjoy working for you, why would they want to shop or buy from you?

Creating a female-friendly workplace:

• Address and eliminate gender bias in hiring and promotion practices
• Offer flexible work arrangements and family-friendly policies
• Provide mentorship and sponsorship programs for women
• Ensure equal pay for equal work
• Create a zero-tolerance policy for sexual harassment and discrimination

Benefits of a diverse workforce:

• Improved understanding of diverse customer needs
• Enhanced creativity and problem-solving
• Increased employee satisfaction and retention
• Positive brand image as an inclusive employer

Attracting female talent:

• Highlight your commitment to diversity in job descriptions and company materials
• Showcase successful women in your organization
• Offer benefits that appeal to women, such as paid parental leave and childcare support
• Partner with organizations that promote women in your industry

Last updated: August 4, 2024