I Am Woman, Watch Me Spend

Who doesn’t remember the “Come see the softer side of Sears” commercials? A bold move for a retailer best known for its Whirlpool appliances and Craftsmen tools, but a smart one for a company looking to get more of the most powerful and influential shoppers -women- to see Sears as a store for them too.

Women are a force to be reckoned with on the retail floor. With more of us bringing in our own incomes than ever before, we’re ready to shop for ourselves or at least put our two cents in (and often win) when making larger purchase decisions for our households.

What this means for retailers -especially those positioned in the traditionally male-dominated markets (i.e., consumer electronics, automotive, home improvement, etc.)- is that they’ll need to get in touch with their “softer sides” to stay in the game. Consumer electronics giant Best Buy has turned down the technology and upped the lifestyle in its sales approach. Home improvement wunderkind Lowe’s has opted for a well-lit, clean retail setting in lieu of the sawdusty, warehouse environment typically associated with its kind. Lowe’s archrival, The Home Depot, is also getting into the mix by promoting how-to clinics for the ladies and rolling out a new concept store that gives hardware a more feminine appeal. Even product manufacturers like Sony are recognizing the changing dynamics and making their products easier to set up and easier to use.

The key here, retailers, is creating a comfortable purchasing environment. Instead of harsh angles, work some curves into your design. Use lighting and color to create a warmer atmosphere. Introduce “plushiness” by bringing in furniture -comfortable waiting area chairs, a living room set-up complete with the home theater equipment you’re trying to sell, etc. Informative, easy-to-understand signage and graphics that help us find the products with the features that we need/love without requiring an MIT graduate to translate are also a plus.

But no matter where it starts, it should always end with the sales team and we like when they are friendly and approachable, unassuming and patient, and thoroughly knowledgeable about what they are trying to sell.