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How To Market To Women
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Article 6: Reducing Her Stress
If you want to succeed in pleasing female customers, the most important fact to remember is this: They’re stressed out. Mary Lou Quinlan’s market research, summed up in “Just Ask a Woman” (AMACOM, 2004), shows that stress is “the number-one issue that influences all the others.”
Women’s multiple roles as workers, wives and mothers—as well as their own self-imposed high expectations—contribute to the problem. The silver lining: Whatever you can do to simplify their lives, save them time and help them regain control will be appreciated.
Women want products that work well, are reliable, and are easy to program or assemble. They want customer service that offers the human touch, not a hard-to-negotiate wilderness of automated telephone options. They appreciate stores with extended hours that accommodate their schedules.
Women, especially those with young children, appreciate services that reduce their drive time. Single moms spend 75 minutes a day driving; married moms drive 66 minutes a day.
They’re willing to pay more for delivery of groceries, meals and dry cleaning, and for service providers such as financial counselors, personal trainers and dog groomers who come to their homes.
They’ve embraced online shopping with a vengeance because Internet stores are open 24/7 and don’t require fighting traffic or bundling toddlers into car seats.
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