Dealer Consultants

Divergent paths of women

Leslie Prevish Blog 8-13Recently, a funny video circulated through social media circles pointing out Thoughts Every Woman Has in Target. As a woman, I laughed many times, remembering some of my trips to Target in which I was supposed to just pick up one item, then ended up at the check-out an hour later with a my hands full.

As a marketing to women expert, the short video highlights several differences between how men and women shop. How do they shop differently in your store? Watch the paths each take in your store, and think about these tips to increase your sales based on their divergent paths.

That could improve me!

One of my favorite lines in the video is, “I don’t work out, but I totally would if I had this bra.” Does a guy see an item and think about how it may motivate him to improve his life? In research I’ve read and also my personal experiences and conversations, these thoughts occur more to women than men.

To spur ideas of how items could improve the lives of your female customers, promote testimonials of how they’ve helped others. Some new riders fear taking long rides. Help her overcome that barrier by posting a sign with a photo of a woman along with, “This seat is so comfortable it motivated me to do my first long ride, which improved my confidence and showed me more of this beautiful state!”

Or, set up a display near an apparel collection pointing out how each items improves comfort on long rides, with corresponding testimonials of your customers. You could do the same with a photo of a motorcycle, snowmobile, or ATV modified with different handlebars, bags and other items set up for longer-distance riding.

Deals and Add-ons

Another insightful part of the video is, “This sweater is so cute. … On sale for $24.98? That’s pocket change. … I need shoes to go with it.” She is ALWAYS looking for the best deal, even if she’s a millionaire. Trust me. How many times have you heard a woman telling others (men and women) the deal she scored? And how she found the perfect shirt to go with a jacket she found?

She may head for the sale rack first, but don’t forget to scatter sale items throughout the store, since she’s always on the lookout. You probably already promote add-on sales for items with signage. Consider putting up an iPad near a few ensemble displays with a cool, short video showing how other women have paired certain items together to look great and feel even better. Don’t forget to post on your social, email and website channels.

Buying for others

I laughed many times in the Target video, especially at the “I don’t have a dog, but I know someone who does,” as she puts a dog toy in her cart. In a previous article on The Female Trifecta, I pointed out that many times, she’s not just buying for herself, she’s purchasing items for others.

Buying gifts for friends and family members may help alleviate guilt about just buying for herself. Another motivator is that she’s the person in the household who usually buys the holiday, birthday and anniversary gifts. So she may be stocking up to have a stash of gifts ready.


How can you remind her to buy for others while she’s in your store? Valentine’s Day is coming up, so put up signs near certain items for with a photo of a woman handing the gift over to a guy with a headline of, “You know he’ll love it.”

Think about how your female customer shops and the path she takes throughout your store. How can you encourage her to buy for herself — and others — along the way?

A rider for 26 years, Leslie spent 15 years with Harley-Davidson (three retail, 12 corporate) and created their marketing to women role in 2007. She spearheaded Women Riders Month and a Garage Party Campaign which drove 25,000 women to dealers. After two years at Trek Bicycles, Leslie now helps companies be strategic with their marketing.



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