The Feasibility Of Sex Marketing

In the face of increasingly fierce competition from online retailers, some physical retailers have begun to adopt a practice called "gender marketing", attracting them through focusing on the different characteristics of male and female consumers.

Knowing that men hate to loiter, shops can place all male products near the sales area near the entrance, knowing that women like to ask others' opinions, and shops can train trainer to recommend other products.

Some retailers are skeptical about the sales strategy which essentially advocates differentiated treatment of male and female customers. Some retailers accept it as an advanced sales mode to provide customers with the best shopping experience.

Director of University of Pennsylvania University of Pennsylvania H Jay H. Baker Retailing Center, Beck

(Barbara Kahn) said, "it is unreasonable that the traditional sales mode treats everyone as an ordinary consumer."

Kahn is also one of the first researchers to publish a research paper on the difference between male and female consumer shopping. The study found that women are most susceptible to communication with salesmen, and men are influenced by practical factors such as whether goods are available and whether there are parking spaces.

Delia Passi, chief executive of WomenCertified, a research institution and consumer advocacy agency, said: "women tend to avoid risks and want to know more about the characteristics and advantages of products." Delia, Delia.

Making shopping experience more interactive, for example, "touching a piece of fabric and showing it together with matching bags will make women buy more products."

Pasi said that, unlike this, male consumers only want to know the location of products, and they want to define their shopping areas clearly.

For men, the worst result is to walk out of the shop with empty hands.

She also said that over the past ten years, the company's request for gender marketing training has increased ten times.

Its customers include all kinds of enterprises from clothing retailers to automobile companies.

Almost all clients are required to participate in gender marketing training, said Khloe Norggay Bauers Beveridge, founder and chief executive of Retail Outsource, Florida Coral Gables sales performance improvement company in the state of Gables.

Beveridge responded to clients' responses to specific services and design choices for clients, including both large electronics retailers and service providers.

He suggested to retailers that if you want to cater to the male customers, you should mark the product information on the information board near the commodity, so the male customers do not have to ask the guide again.

Beveridge said that men like to feel that they have the ability to know the answer.

Judith Schumacher Judith is the head of the store of Tilton Automotive Group, which has two car stores in Littell Fowles (Little Falls) and den Ville (Denville) in New Jersey. Last year, she received gender marketing training in Pasi's company, Schumacher Tilton.

According to what she learned in her training, she strongly supported coloured cars in the exhibition hall.

In July of this year, on the day of the arrival of the latest Chevrolet Chevrolet Spark, she placed the electric pink and fresh green models outside the store.

Tilden said that even if there were no advertisements, the two colors and the display would make the car sell faster than other cars.

She said, "when the female customers came, they saw the two cars at first sight, which sold very fast."

Although Nodes Tron, a department store, claims that its overall sales strategy is not based on gender, it has made some changes based on the different shopping behaviors observed by men and women in Nordstrom.

Through feedback from customers, the company found that male customers preferred to buy everything they needed in a shopping area, so they moved men's toiletries and perfume to men's products last autumn.

In addition, they also set up the so-called "

"The dressing area is very large, and the rooms are separated by curtain only, so that women can chat and show their clothes very conveniently.

Nodes Tron spokeswoman John Bailey (John Bailey) said, "we know that women like to shop together. This locker room allows them to keep some privacy and make them show each other their own.

"

Melissa Birdsong, vice president of home decoration retail companies Lowe s, said that in order to make it easier for female customers to shop, the company began to display some finished products, such as the kitchen display hall, so that customers could imagine the effect of putting them at home.

The store shelves in the past used to be 16 feet high, and the aisle shelves were 12 feet, and then the shelves in some areas dropped to 4.5 feet.

Birdsong said, "we hear customers, mainly female customers complain (high shelf) is very daunting."

Because of the high training cost and the high turnover rate of the salesmen, the sex marketing may cost more at the time of the dues, so not all stores have adopted this strategy.

In addition, some enterprises also have concerns about whether to publicize a strategy based on the distinction between men and women.

Jean Niemi, a spokeswoman for Home Depot, says that its store is primarily a building material storage store, which does not differentiate customers from gender.

She said, "we will not look at it with men or women."

Jason Luna, 37, who lives in Pine Bush, New York, says he prefers to shop alone, while his wife Marie (Mary) enjoys shopping more than Jason Luna.

He said, "too active sales usually irritate me."

But Luna is still skeptical about the concept of gender marketing.

He said, "of course there are differences between men and women, but on the other hand, the assumption that differences exist is uncomfortable for me."