When Women Shop

Here are five findings of gender shopping habits.

By Emily Esworthy

Most people intuitively know that men and women have different shopping habits. Just last year, the first study to look at gender differences in retail shopping was done by WomenCertified, along with the Wharton School and the Verde Group. Their conclusion? “Men want turnkey; women want options,” said Delia Passi, WomenCertified’s founder. Below are five findings from the study and five ways you can adapt your business.

Finding: Women’s biggest retail complaint was a lack of help when needed.


Fix: “Staff up, especially during busy seasons, and make sure your team is well-trained in customer service, product knowledge and positioning products as solutions,” Passi recommends.

Finding: Men’s top retail complaint was not finding a parking spot close to the entrance.


Fix: Streamline the sales process for male customers, who tend to have a “get-in-and-get-out” shopping mentality. Needs assessments should be quick, products clearly labeled, and checkout lines short and efficient.

Finding: Half of women won’t come back if an employee treats them like an inconvenience or an intrusion.

Fix: “Companies have to raise the bar on customer service, especially for women,” Passi says. “Pep talks aren’t enough; your staff needs clear standards and appropriate training.”

Finding: Men place the highest value on a salesperson’s help in locating an item.


Fix: Efficiency, efficiency, efficiency: Aim for intuitive product arrangement, clear labeling and attentive associates.

Finding: Women value salespeople who make them feel important and help them determine the best product for their needs. 

Fix: Good customer service is built on good communication; be fully attentive, increase eye contact and count to four before you speak to avoid interrupting. “Women are more relationship-oriented and want better communication,” Passi says. “That’s why we built so many active-listening exercises into the WomenCertified program.”