The Gender Intelligent Retailer: Discover the Connection by Joanne Thomas Yaccato

By Joanne Thomas Yaccato

“Through enticing and direct research, Joanne Thomas Yaccato has drawn the road essentially for businesses—any profitable buyer courting method needs to think of the original views of ladies. Small, medium and big businesses can reap the benefits of her witty and poignant observations.”

David I. McKay, crew Head, Canadian Banking, RBC

“In a life-style established corporation, Joanne’s strategies come at you love a ‘best good friend’ who’s no longer afraid to maintain you grounded. In our case, Joanne’s viewpoint has allowed us to satisfy the altering wishes of our buyers through the years in a proper and genuine manner. The Gender clever Retailer pushes the ideal buttons and creates dynamic conversations that make priceless ameliorations within the retail buying experience.”

Kerri Molinaro, President, IKEA Canada

“Joanne has performed it again...empowering not just outlets, yet shoppers, employers and staff with marketplace perception we have to recognize, and in lots of instances, must have recognized by means of now. Her learn and research is full of sensible examples that might be an eye-opening learn for companies brooding about why they aren’t connecting with the influential lady patron. The Gender clever Retailer is a recipe for success.”

Mark Kelley, CBC News, The National

“Joanne Thomas Yaccato has performed us all a huge favour. The Gender clever Retailershows us the ‘real’ international of ladies shoppers. via assisting to open our eyes to the realm we are living in, the e-book opens the doorways of chance. it is usually tough for previous associations first to acknowledge after which to react to our replaced and altering calls for as a society. Joanne and Sean aid us see after which navigate the recent global with sound insights and a watch that sees our follies after which makes a speciality of a greater option to meet the calls for of the future.”

Premier Gordon Campbell, Province of British Columbia

“Once back Joanne Thomas Yaccato has hit the mark together with her new e-book The Gender clever Retailer! Following at the footsteps of her earlier bestseller – The eighty% Minority – Joanne and her retail accomplice, Sean McSweeney, proceed to unencumber the secrets and techniques of promoting to girls in an clever, being concerned, and holistic demeanour. She unearths the way to intertwine funny tales, ingenious analogies, and genuine existence examples with quantifiable and strong advice.”

Diane J. Brisebois, President & CEO, Retail Council of Canada

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Additional info for The Gender Intelligent Retailer: Discover the Connection Between Women Consumers and Business Growth

Sample text

This also has implications for retail display and product placement. Women will tend to view the whole aspect of the display first, while men will hone in quickly to individual products and focus on attributes that help eliminate it or others from the decision-making process. Women take in and process information quickly, but they also want to view the information in its entirety. They can go through a decision-making process, tracking a number of points, all at the same time. Some salespeople, especially men who have been trained to move through the hierarchy of choices in a progression of good-better-best, may view this as “erratic” decision making.

Continued) The Beaver and the Octopus 37 9. Women generally have high expectations of error recovery and warranty process. It’s not easy to meet expectations, let alone exceed them, but if you figure this out, the payback is huge. Our publisher described an experience with the Apple Store where she had to return a defective product. The return process was so slick that it actually made her more enthusiastic about recommending the product even though the original one failed. Sean has discovered that when these issues are addressed, it’s a win/win for everyone.

Women, on the other hand, are primarily concerned with ease of use (How easy is it to get this running? How easy is it to use? ). It’s as simple as retailers and service providers needing to communicate benefits in a relevant manner, in accordance with how men and women make decisions. Think of it this way: This narrow-casting that men use in the retail setting is a process of elimination. Men tend to focus on one aspect at a time, rather than looking at the whole picture at once. This also has implications for retail display and product placement.

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