Are you doing all you can to attract male shoppers?
By Rieva Lesonsky
The Hartman Group recently released a study of Food Shopping in America and it held some fascinating insights into male shopping behavior. Though the report was focused on changes in food shopping, there’s plenty you can apply to how men shop—for everything.
One of the key findings of the report–“Today’s grocery shoppers are more engaged and informed, and they want a deeper connection with the food they eat. Fueled by new knowledge and aspirations, they are seeking better and more personalized ways to experience food”—could be equally true no matter what you sell.
Diving a little deeper, the Hartman Group offers some key questions business owners should ask:
- “Are we attracting and engaging with our target consumers?
- What assortment and offerings would be more relevant?
- What technologies and innovations would best enhance the customer experience and drive retention?”
First, realize more men are shopping—for all sorts of products. Consumers in general, and men in particular, want more personalized shopping experiences. But men have a “search-and-retrieve” style of shopping, says the report, which means they want to get in and out of the store as quickly as possible. Male shoppers, it says, are “overwhelmingly concerned with convenience.”
However, the Hartman Group warns, “don’t mistake their lack of planning [for] lack of caring,” and reminds us that male shoppers “need to be considered in product innovation, merchandising and other marketing efforts.”
Ask yourself if you’re doing everything you can to attract more male shoppers.
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at [email protected], follow her on Google+ and Twitter.com/Rieva