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Paco’s Tips: Consider the Man-Factor

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It turns out that men generally treat shopping like a mission: Get it, get out, move on. (Surprise, surprise.) This week, Paco has some tips on how to best approach the guys in your store.

Shopping “anthropologist” Paco Underhill’s research over the past 20 years has confirmed what many retailers knew – men are more mission-driven than women. They move faster through store aisles than women, look at price tags less (72 percent compared to 86 percent for women), buy what they came for and leave. If they don’t find what they want – or feel they are in a overly feminine environment, they are more likely to make their exit without asking for help or making a purchase.

Given such habits, there is often less time for that interception and conversion. You may want to approach the male shopper earlier in the shopping process than you would a female, offer assistance and help him achieve his mission (the purchase) before he gets away. Bottom line: Study your shoppers and how they behave while in your store.

Get more actionable advice from the world’s leading retail environment expert at The SMART Show. Paco Underhill’s must-see keynote session takes place on Saturday, April 18, at 8:30 a.m., and is sponsored by Synchrony Financial.

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Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

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Paco’s Tips: Consider the Man-Factor

mm

Published

on

It turns out that men generally treat shopping like a mission: Get it, get out, move on. (Surprise, surprise.) This week, Paco has some tips on how to best approach the guys in your store.

Shopping “anthropologist” Paco Underhill’s research over the past 20 years has confirmed what many retailers knew – men are more mission-driven than women. They move faster through store aisles than women, look at price tags less (72 percent compared to 86 percent for women), buy what they came for and leave. If they don’t find what they want – or feel they are in a overly feminine environment, they are more likely to make their exit without asking for help or making a purchase.

Given such habits, there is often less time for that interception and conversion. You may want to approach the male shopper earlier in the shopping process than you would a female, offer assistance and help him achieve his mission (the purchase) before he gets away. Bottom line: Study your shoppers and how they behave while in your store.

Get more actionable advice from the world’s leading retail environment expert at The SMART Show. Paco Underhill’s must-see keynote session takes place on Saturday, April 18, at 8:30 a.m., and is sponsored by Synchrony Financial.

Advertisement

Advertisement

SPONSORED VIDEO

Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

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