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Designing ecommerce experiences for women shoppers (part 1)
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Designing ecommerce experiences for women shoppers (part 1)
1.
Women Rule The
Web: Designing Ecommerce Experiences For Women Shoppers (Part 1) The companies that will define the future of retail and branding are not necessarily those that have the bright, shiny new application or shopping widget but are, in fact, those that know their customers best. While it feels like we are in a Golden Age of the web, led by consumer internet services and e- commerce, there’s a little secret that has gone unnoticed by most. This unprecedented rate in terms of both user adoption and revenue is coming primarily from women. Female users are the unsung heroines behind the most engaging, fastest growing, and most valuable e- commerce companies. Especially when it comes to social and shopping, women rule the Internet. In ecommerce, female purchasing power is pretty clear. Women spend approximately 20% more time browsing through shopping sites online than men. While some key categories like sports, electronics, and outdoor goods are still predominantly controlled by men, women lead almost every other retail category. © Rupa Shankar www.cxpdesign.com
2.
Women spend significantly
more money and time shopping and browsing online. So if you are an ecommerce retailer, it’s important not only to know who your audience is, but also know the factors that will affect their purchase decisions. For example, if you are targeting women, for example, knowing that women redeem coupons more often than men would be insightful. Close to 68% of female shoppers use coupons while shopping online. They are also more likely to shop when there are sales (49% vs 36% for men) and more likely sign up for loyalty cards and other incentive programs. We know that men and women shop very differently in the offline world. This is the reason women’s stores are organized differently than men’s stores. Keeping in mind the growing importance of women in the marketplace—what makes a package, product, space, or service © Rupa Shankar www.cxpdesign.com
3.
"female friendly." The
two genders also approach online shopping differently. Similar to offline shopping, men tend to be goal-oriented even when they shop online. Women, on the other hand, are discoverers and tend to wander among different product categories. Men also tend to search for information on a specific product page. In contrast, women tend to just scan information before moving on to the next potential product, often leading to more impulse purchases from women than from men. Integrating social media into the shopping experience is also important for women as they tend to depend on social media more than men when making a purchase decision. Women are also more likely to recommend a product to friends and family on a social networking site (35% vs 28% for men). As a ecommerce company, how can this insight help you? Would you benefit from having a larger base of female customers? If so, what would you change to make your product/service more attractive to female customers? Do you do enough product and user interface testing with female users? Have you figured out how to truly unleash the shopping and social power of women? Women are the rocket fuel of ecommerce today! You can rock the world if you can figure out how to harness the power of female customers. © Rupa Shankar www.cxpdesign.com
4.
About CXP Design CXP
Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers, technologists, designers and leaders to discuss and gain a deeper understanding of cross-channel customer experience design, develop empathy for customer needs and learn how to create products and services that deliver "wow" experiences for customers. When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get on a flight. These are experiences by which we measure brands every day. However, most companies are without the tools to purposefully design those experiences for maximum value. That’s where CXP Design comes in. Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leading to more loyal and committed customers for our clients. www.cxpdesign.com www.facebook.com/cxpdesign www.twitter.com/cxpdesign http://in.linkedin.com/groups/CXP-Design-Creating-Customer-Wow-4726523 Rupa is an Associate Director at Happiest Minds Technologies (www.happiestminds.com), a next- generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation and Managed Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing, Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering and activating innovative digital and social engagement strategies for its clients, spearheading the development of frameworks and solutions for different industry verticals and enhancing the global go-to- market strategy. She taps into her past work as both a design practitioner and marketer to help Happiest Minds clients envision and define broad, end-to-end customer experiences. © Rupa Shankar www.cxpdesign.com