Connect with us

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

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular

Columns

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

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular