CustomHer Experience: the Importance of Tailoring Your Brand Experience to the Female Consumer by Katie Mares

Author:Katie Mares
Language: eng
Format: epub
ISBN: 9798886450279
Publisher: Greenleaf Book Group Press
Published: 2023-08-15T00:00:00+00:00

HEDONIC HOW-TO

There are many ways to create a female-friendly environment; the trick is to look at the atmosphere through her eyes and flip the lens. Tailoring the atmosphere for the female consumer will result in her feeling comfortable, which will contribute to her trust in your brand. And surprise: our brains have something to do with it! According to an article in Scientific American, women have a larger corpus callosum, which is the connection of nerve tissue between the left and right sides of the brain. Women use this bigger corpus callosum to employ both hemispheres of their brains to navigate problems more rapidly than men, who are using predominantly the left side of their brains.4 Women have the ability to communicate and process information with both sides of their brain, where men primarily use their left hemisphere, which is in charge of logically processing facts. How does that pertain to shopping and the impact the atmosphere you provide has on the female consumer? Because of the difference in brain structure, men look for and are attracted to a more “mission- or task-oriented” experience, whereas women are more “discovery-oriented” shoppers who will pivot their goals based on how they feel during their experience with your business.

There is a little bar called Prohibition in Salt Lake City, Utah. I absolutely love this place. When you enter the storefront, a woman dressed in a 1920s-style flapper dress asks, “What ails ya?” You then tell her what pain you have, and she prescribes you a drink. Then another woman opens a hidden door concealed in a wall and reveals the bar. You walk through the opening and it’s as if you’ve taken a time machine back to the 1920s. Red velvet fabric adorns the walls; there’s smoky lighting and antique fixtures. It is sexy, provocative, and fun!

On my last visit, I talked to one of the managers. I was curious about how, in a very conservative state such as Utah, this type of venue would capture both the male and female customer. Her eyes lit up as she explained how they were able to achieve an atmosphere that speaks to both sexes. She leaned in closer as if she was about to tell me a big secret. “You see, the men like to know what they are going to get out of the experience right from the get-go, and our name ‘Prohibition’ does that. They know they can come in, get a drink, and enjoy a ‘prohibited’ experience. Male customers instantly picture pretty girls serving drinks behind closed doors. Women, on the other hand, appreciate the details that create the atmosphere, for example, how the ‘pretty girls’ are dressed in accurate period costumes, the dim lighting, velvet curtains, and the mystery of how they enter through the camouflaged wall.” She glanced around the room and back at me. “If you look around, you can see how the women don’t feel intimidated and the men are enjoying themselves. It’s because we’ve curated the atmosphere to reflect the needs of both men and women.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.