GENDER DIMENSION TOWARDS E-COMMERCE
Men and women have shopped in different ways for generations, well before the first e-commerce store launched. At the same time, it's easy for some retailers to translate the differences in retail settings, making the online transition more difficult when optimizing their online shopping experience for their targeted gender.
- Vimal Loganathan
- 18-Dec-2020
Women tend to do their homework a lot more than men and place more value on e-commerce features such as 'digital catwalks.' Reaching women with e-commerce is a little more complicated than with men. The roles of women have changed since the birth of the Millennials.
When they stated that men are more likely than women to conduct 5 of 4 social shopping activities.
Among these are
-
Getting store information via social media
-
Reading product information and reviews
-
Comparing retailers
-
Finding product availability
It opposes women, who are more inclined to search for deals and coupons on e-commerce sites.
Fashion items are more recognizable through images rather than descriptions. Consider implementing visual search technology into your e-commerce site. It simplifies the shopping experience, making it much smoother, which is also something men are particularly interested in. The more convenient, the better.
Women spend more time on their mobiles than men, so if you're an E-commerce store targeting females, make sure your store is mobile-optimized. Social media is the driver for this, so make this the main channel for marketing activities.
Women are more drawn towards deals and coupons, whereas men are less interested in getting a bargain but are willing to research quality.
When targeting women, you should also target their friends and family, as they're most likely to consider peer reviews and opinions. Encourage reviews and discussions on product pages and harness social power.
Men who shop with you have most likely come to you with what they want already in mind. Pay attention to technical aspects, a seamless UX, transparency, and efficient checkouts to make your store more appealing to men.
Some marketers argue that it's not worth basing marketing activities on gender stereotypes, but there's plenty of research that defines the differences between the two, which can be helpful. Knowing everything about your customers is paramount, so don't stop at gender. Also, consider geographical location, demographics, and previous behaviour observed from your data. Men may be from Mars and women from Venus, but both shop online, so don't scrimp on your market research.
Above all, we recommend you pay attention to the culture of the individuals you're targeting. We at RMM developed our own product for online sales, which has good scope for your business through e-commerce. We offer an optimized solution with proven technologies for all Business Applications. Experience online sales with RMM.
