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Verde/Wharton/Women Certified Retail Study - "He Buys, She Shops: A Study of Gender Differences in the Retail Experience"
Verde Group, Nov 2007, Pages: 88
The Verde Group, together with the Baker Retailing Initiative at Wharton, and Women Certified, conducted a study across the US to better understand how the retail shopping experience differs between females and males in terms of:
- interactions with store employees
- shopping habits and preferences
- what keeps them coming back and recommending a retailer
- what drives them away and causes negative word-of-mouth
- how experiences vary by type of purchase
This is the 4th consecutive year for the retail shopping experience study but the first-ever to focus on gender differences. The study was based on responses from 1,205 telephone interviews conducted in the fall of 2007. This study covers problems encountered by shoppers and their impact on key market behaviors, with particular emphasis on gender differences in the shopping experience.
The findings include detail on the impact of purchasing items from the company over the next year, along with negative word-of-mouth and positive referrals. It includes analysis of “Sales Associate Archetypes” and the competencies necessary for Sales Associates to build loyalty and satisfaction.
The study also provides detailed breakouts by purchase categories (e.g. apparel, electronics, home improvement), gender and age. It concludes that women are more engaged with the shopping experience than men with loyalty dynamics more dependent on the quality of sales associate interactions, whereas male loyalty is more dependent on product and shopping efficiency.
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