With women behind 60% of online spending (and growing), we set out to discover just what female shoppers need, want and have-to-have online. We combined data from 4000 online survey participants with videotaped excerpts of 40 consumers captured through Shop&TellSM, a unique research methodology that pairs up female shoppers for greater ease, candor, and detailed recollection in interviews. The result: an indispensable digital rule book for multichannel and internet retailers.
Here are 10 examples of what women want online and 10 corresponding tactics for streamlining, facilitating and connecting your online world with the multifaceted lives of today's women.
What Women Want |
|
Ways to Win Them Over |
| 01. |
The big picture. |
|
01. |
Give her a starting point. |
|
| 02. |
To control the edit. |
|
02. |
Enable search by more attributes. |
|
| 03. |
Details. Details. Details. |
|
03. |
Make the product more knowable. |
|
| 04. |
Experience by proxy. |
|
04. |
Provide 3rd-party experts or peer reviews. |
|
| 05. |
To pause and play. |
|
05. |
Allow her to pick up where she left off. |
|
| 06. |
To act on inspiration. |
|
06. |
Capitalize on media attention. |
|
| 07. |
To be gratified at the point of inspiration. |
|
07. |
Provide purchase and pick-up
options. |
|
| 08. |
Full-service gifting. |
|
08. |
Manage the gift cycle. |
|
| 09. |
To be remembered. |
|
09. |
Create a her file. |
|
| 10. |
To feel understood. |
|
10. |
Go deep qualitatively. |