The list of things that have not changed during the pandemic is very short and includes this: Winning the business of women is a critical task for consumer-focused companies.
Here are five tips to keep in mind when serving women as customers and decision makers:
Winning the business of women is not about excluding men; it’s about excluding stereotypes and elevating the customer experience.
Earning women’s business is often viewed as a “women’s issue” and not a business issue. This is a common mistake. Women are one of the world’s largest growth markets and understanding why they buy - and why they don’t - is fundamental to increasing sales and market share.
Winning women’s business is about creating inclusive customer experiences that ultimately enhance the experience for everyone.
Outdated stereotypes about women are still pervasive and can stop a sale in its tracks. All things being equal, your customer wants to give their business to someone whom they feel deserve it.
In the same way that women’s needs have driven changes for men in the workplace (such as maternity leave evolving into parental leave), women are driving changes in the consumer market that all genders not only appreciate but also expect. One example: the desire to buy from businesses that make a positive social impact in the world.
In our fast-changing world, women’s consumer power remains a constant, and a guidepost for navigating the future.