Men and women's shopping behaviors are distinct, especially when it comes to using technology, according to Interactions' latest Retail Perceptions report on gender influence and shopping behavior.
For example, 44 percent of men have left a retailer without making a purchase because the retailer did not accept mobile wallets, while 34 percent of women have done the same. And for online shoppers, 10 percent of men shop through a retailer's app, while only 2 percent of women have purchased the same way.
When it comes to interactions with sales associates, reactions from both genders are similar. For example, 56 percent of women and 60 percent of men would prefer to communicate with a retailer through an associate over a mobile device. As many as 80 percent of women and 77 percent of men do, however, download retailer apps and use them while shopping in a store. In addition, 44 percent of men and 39 percent of women believe mobile alerts from a store they are shopping in would improve their in-store experience.
"Our latest report shows that men and women each want a unique experience tailored to their needs and preferences, but they're not so different from each other in what they demand from retailers," said Lance Eliot, VP of information technology at Interactions. "With the lines blurring, the opportunity for retailers lies in creating an experience that equally delights male and female shoppers."
Male shoppers are willing to try out different brands for products they like, sign up for retailer apps, read product information and sign up for loyalty cards—all at a higher rate than women. Conversely, women are more likely than men to make impulse purchases, invite others to shop with them and to shop for leisure. And while 46 percent of women admit to purchasing products marketed for men, only 25 percent of men buy products marketed for women.
"In a world where personalization is paramount, every shopper attribute matters," noted Eliot. "But even with the different shopping behaviors, retailers and CPGs should aim to effectively enhance customer engagement equally between genders."
More retailers are putting an emphasis on marketing and selling to men as the increasingly important demographic is making more purchasing decisions. For example, apparel retailers Barneys and Lululemon (NASDAQ:LULU) opened their first men's only stores in the past year.
-See this Interactions press release
Barneys to open men's store in San Francisco
Lululemon pushing menswear, expansion
Bergdorf Goodman revamps menswear
Neiman Marcus acquires Mytheresa.com
Lululemon CEO stepping down after sheer fabric headache