Chloe Cox discusses the importance of engaging with your female shoppers in a world where gender is less binary, in order to improve customer engagement with your website using mindset driven purchasing.
Chloe explains the differences between the hedonic and utilitarian mindset, and how the way females purchase differs to men. As a majority of women conduct product research before they buy, they desire more detailed product information on your site. Chloe also explains that women are 1.5x more likely to make purchases based on social media posts by other organisations.
With female shoppers making up to 85% of all purchasing decisions, you could argue that catering for women's preferences in customer experience deisgn should come first. When we hear about a 'female economy' that is worth in the region of $18 trillion, then considering the mindset of your female shoppers when creating your online commerce experiences should be a no-brainer.
This vital new report presents the why and the how.
Whether we like the idea or not, the way we shop is predetermined by our mindsets, categorised by our gender. Typically, women are associated with having a 'Hedonic' mindset, which sees them purchase out of pleasure, with an emotional involvement, and they're thorough in their decision making.
When it comes to online, many businesses are failing to optimise their multichannel ecommerce strategy to appeal to the female shopper.