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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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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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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

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular