With growing reach of technology in the hands of common man – especially the youth which converts to majority of the customer base in the retail industry – retailers are forced to undertake relevant market studies to understand the needs based on different demographics and age groups to cater to their specific needs by customising their product offering.
Further deep into the study will reveal the difference between purchasing behaviour between men and women.
SeeWhy is one of the behavioural marketing company [recently acquired by SAP] has done a survey1 to understand the mobile shopping behaviours between male and female population. This survey says that males are outpacing females in purchases made via mobiles. 22.2% of men shopped using their mobile device; and 20.4% of men shopped with their tablet, whereas the numbers are 18.2% of female used their mobile device; and 16.9% used their tablets for shopping. In addition, the study indicated that women respond slightly more favourably than men do to marketing campaigns, like social media and email marketing. And, while using a mobile device in a store, females looked for promotional codes and vouchers 43% more than males.
With such insights about the gender specific buying behaviour, SeeWhy has tried to provide below recommendations:
- Boosting the buyer confidence for female shoppers helps, for they are twice the cautious to buy on mobile devices
- Business with primarily targeting male audiences should make their mobile commerce sites easy to use and optimised for smaller screens as against tablet screens. Providing free and easy-to-use access Wi-Fi in store and shelf-edge QR code links to online product review may drive in-store conversions
- Leveraging existing account details at login and eliminating extra steps during checkout and offering different payment alternatives can ease their shopping experience via mobile devices
- Leveraging social media, email and ad retargeting – all these lead to keeping the brand top-of-the-mind and drive repeat visits to the site. Personalised browsing experience triggers the behaviour of a customer unwilling to convert on a mobile device to complete the purchase on a desktop later. Also, making it painless for shoppers to save their carts and retrieve their items across different devices.
While the above survey has a limited sample, the inference is a requirement for regular, consistent and a deeper study on this changing behaviour, as the general women tendency is to do more shopping than men.