The Feminine Side
Sorry, guys, but you still don’t get it. It may be the 21st Century, but a recently released study by advertising agency Saatchi & Saatchi found that when it comes to selling consumer electronics to women, the industry is still in the dark ages.
The survey found that the CE industry is missing millions of sales dollars to “Lady Geeks” because a third of them don’t feel confident enough to ask questions about the products they crave in retailers they described as “reeking of the scent of men.” Ouch.
It’s not the products that the women surveyed found offensive, but the approach made to them when they tried to buy them. Women do not want diamond encrusted cell phones or pink HD radios. As a matter of fact, those products make women feel “offended” and “patronized.”
Although 43 percent of women CE buyers go shopping without specific products or brands in mind, one-half leave both stores and Web sites without buying. Somehow, their needs aren’t being met.
Some women surveyed found that “technology companies are in the same place the car industry was 20 years ago.”
Most women don’t feel that retailers and vendors care about them as a relevant group of buyers. Yet in the UK, women spend an average of $321 or $653 on CE products each year. That amount could double if those who leave stores without buying could find the help and guidance they need and want.
A friend of mine recently went to a CE specialist to buy a new TV for her kitchen. When she told the associate what she wanted, he told her that somewhere like Costco would be a better place to buy a small, cheap set.
In fact, she wanted to buy a 37” 1080p HD TV with an expensive wall mounting system. As with many women, her kitchen is the hub of her home. The place she spends most of her time and where she watches most of her TV. She asked me “why wouldn’t someone think I’d want the best set out there for my kitchen?”