Smashing the Stereotypes on Gender-Based Shopper Behavior

Interactions, an experiential marketing firm, recently conducted a national survey to re-examine existing stereotypes about the differences and similarities of shoppers based on their gender.

There are various commonly repeated urban myths. Take for instance the notion that males shop using caveman behavior and are considered “grab and go” shoppers who also “whine and wait” when shopping with females. Consider too the idea that females allegedly treat shopping like a hobby and wander without aim or focus.

Our survey results smash these urban myths.

First, let’s tackle the similarities between male and female shoppers.

Nearly the same number of male and female shoppers surveyed reported that they've purchased a product they hadn't heard of before as a result of a store associate’s recommendation (about 50 percent), thus emphasizing the importance for retailers of having store associates who are knowledgeable about the retailer’s products, and are willing and able to approach both male and female shoppers to offer recommendations. Retailers should train their store associates to avoid the common trap many make of only targeting shoppers of their same gender.

Another similarity discovered is that nearly four-fifths of male and female shoppers who downloaded a retailer’s app said that they used it while shopping in a brick-and-mortar store. Retailers would be wise to make sure that their app and stores are aligned, avoiding confusion for both male and female shoppers if they provide one kind of experience via the app but another totally different one in-store. Apps need to be branded like the in-store experience and have the same product set that can be found in-store.

Next, let’s take a look at some of the differences between the genders.

As an important side note, retailers and CPG brands need to realize that shopping differences are based on behavior, not biological differences, which is a common fallacy when considering gender-related factors. In other words, think of male and female shoppers as “groups” that happen to have shopping patterns that can differ from each other due to various preferences and styles considerations, rather than improperly attributing these differences to biological reasons.

Generally, the survey indicated that male shoppers try competing brands for products they like (i.e., have a propensity to comparison shop rather than picking only a particular product), and they read extensive product information before making a purchase decision. Meanwhile, more female shoppers report that they'll make impulse purchases and invite others to shop with them.

Interestingly, only about one-quarter of male shoppers indicated that they purchase products for their own use that were marketed toward females, while nearly half of female shoppers indicated they would purchase products for their own use that were marketed toward males. This finding can be significant for CPG brands in terms of how they design their product packaging and target their marketing efforts. Retailers should be careful to not alienate male or female shoppers by overly emphasizing a gender focus via in-store displays if the product is intended for anyone’s use.

Knowing the gender-related similarities and differences of shoppers can dramatically impact your bottom line. Smash the blind stereotyping and market accurately according to the needs of your customers!

Lance Eliot is the vice president of information technology at Interactions.