Rieker
Male Buyer: A Guide for Retailers
17.02.2016 4324

Male Buyer: A Guide for Retailers

The men's holiday is approaching - February 23, and for retailers - this is a great chance to revive sales again. What features of the behavior of male buyers should be considered when considering holiday promotions?

According to GFK, the average check for men, unlike women, is 30% higher, but the return index is 90% higher. So sellers should more carefully determine the individual needs of the buyer and offer only what he really needs.

At the same time, men are interested in sales no less than women. The WSL Strategic Retail company came to such conclusions in its study. According to their polls, 63% of men when shopping are always looking for sales and 54% buy goods at a discount for future use. At least 50% of men use discount coupons and are ready to cover a long distance for the sake of discounts. About 80% of men participate in retailer loyalty programs, 73% receive newsletters by e-mail and about 70% constantly read reviews of new products and recommendations.

Unlike women who like group shopping with friends and family, men are more likely to go shopping alone and appreciate the speed and quality of service. It is also important to keep in mind that men, especially young people, are much more likely than women and girls to make purchases through online stores, use mobile apps for shopping, ask for prices using their smartphones and download apps for retail stores.

Nevertheless, the final decision to purchase in 43% of married couples is still made by the woman. Research by the Pew Research Center shows that the last word remains with the man in only 26% of cases.

The men's holiday is approaching - February 23, and for retailers this is a great chance to revive sales again. What behavioral features of male buyers should be taken into account when thinking over holiday ...
3.44
5
1
2
Please rate the article

Materials on the topic

How the buyer makes a purchase decision and psychological methods to influence it

In one of his previous articles, Evgeny Danchev, a permanent expert and author of our magazine, spoke about the psychological profile of a sales assistant. It was about the effective selection of applicants for the vacancy of a sales assistant. Far from...
29.03.2022 3675

The psychological profile of the sales assistant

If you conduct a survey of retail business executives and ask what the main problem is now, then the answer "Where to find and how to keep good sellers" will certainly be included in the top three answers. Expert SR Evgeny Danchev ...
12.10.2021 5659

How to go from beautiful words about new technologies to the difficult task of mastering them? Life hacks for the introduction of new services for customers of a shoe store

How have digital technologies and innovations already influenced and continue to influence the development of retail in Russia? What new changes can we expect in the next 2-3 years? What innovations are being actively implemented in Russian retail today, and how to approach this ...
21.07.2020 12278

Where to get intrinsic motivation for sales in a period of decline in consumer activity

If you build relationships with sellers only on money, then sooner or later there will come a moment when their performance either decreases sharply or is on the decline. This is especially evident during periods of seasonal decline in sales. In this article, our constant ...
11.03.2020 10886

Holidays as a way to cheer up traffic and increase sales. Calendar of events for the fashion store for 2020

The buyer needs to be entertained, surprised, constantly coming up with new and new ways to attract an audience to the store, website and social networks. Customers today are spoiled and overwhelmed with stocks and news feeds - every day we receive dozens of messages on ...
16.01.2020 11219
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning