The Gender Intelligent Retailer pdf

[...]... MEC Puts Gender- Intelligent Product Development     on the Radar258 Sales Tools: Marketing, Advertising, and the Web259 The Web262 Training: Creating Gender- Intelligent Points of Contact262 In Summary263 Chapter 11: The Lay of the Land267 Becoming a Gender- Intelligent Retailer 268 Index271 Acknowledgements I’m always amazed where I find ideas and support for book projects, invariably in the oddest... Creating Gender- Intelligent Points of Contact221 The Salespeople PEST221 Gender- Based Cultures225 Protecting Your People Investment226 The Sales Cycle: The Beaver and The Octopus227   Men Buy, Women Shop227   Feeling Important Versus Checking Out Fast228 The Beaver and the Octopus Talk to Each Other229   Body Language229   Ritual Opposition230 Gender Differences in Negotiation231 The Power... view about the stars and dogs of the retail and services world This is what we found: Well over half of the women in our study said they had experienced a retail situation where they felt they were being treated less seriously because of their gender Almost three times as many women than men made this statement But here’s the paradox Seventy-one percent of the women in our study said they were the key... For retailers to put women at the centre of their business, they (read: people) need to change the lens or filter they use to see the world, which, frankly, is the only way to change the way one interacts with the world Depending on who you are, of course, this isn’t really all that hard to do In Chapter 4, we’ll speak more about how leadership needs to adapt, but simply becoming conscious of the necessity... companies on the planet Each will need to mould the principles to fit with its own goals and internal culture The overall strategy will be the Down on the Farm 13 same for everyone, but individual tactics, indeed, will vary The following is a blueprint of the steps toward this end Creating an Organic or Gender- Intelligent Retail Ecosystem Step One: Develop an internal gender lens: Recognize gender differences... The Power of a Simple Word: Gender- Neutral Language233   Tips on Gender- Inclusive Language234 The Octopus and the Beaver Go Shopping: Reprised236 Creating a Retail Culture Change that Outlasts Employees240  A Gender- Intelligent Sales Force Requires Gender    Intelligent Leadership240  Bring On the Women!241  How do You Support This Level of Culture Change?244   Revise the Interview Process244... well they match with the company’s image Heaven knows we’ve heard from marketers that people say they want this stuff, but when the rubber hits the road, they aren’t willing to pay for it Our experience reveals that it’s likely the fault of the company in terms of how the benefits are communicated Our research 10 C hapter 1 revealed that women see marketing and advertising having little relevance to their... solidify their brand loyalty And a majority, 51 percent, would even give a company a second chance if the product or service missed the mark the first time So, women make most of the consumer decisions; literally line up to shop at companies that support other women, and the local and global community; have a jungle telegraph so comprehensive it should force retailers to their knees purely Down on the Farm... scored high on the ACSI Companies like Ford Motor Co scored at the low end of the scale 4 C hapter 1 An organic farmer looks at everything holistically; no one element of farming is left out of the cycle It’s also an attitude A gender- intelligent retailer does the same Women’s consumer needs and preferences are intrinsic to all parts of the planning and strategy cycle, not just in marketing Gender intelligence... the micro-level detail of the entire consumer process This is a process that starts from a comment made by a friend, the first phone call or the first visit to the company’s website, and runs straight through to after-sales customer service and the company’s presence in the community According to our research, women could tell if a company understood their needs by the way a salesperson talked to them . growth and expansion for retailers and consumer-facing business.” Robert Daniel, President, Maritz Research Canada The Gender Intelligent Retailer The Gender Intelligent Retailer Joanne Thomas. Recognizing the Opportunity 163 The C-Store Through a Gender Lens 166 A Day in the Life . . . 166 The Neighbours Story 171 If I Could Design the Perfect Store . . . 174 The Outside 174 The Inside. Bank” Gender Intelligent? 114 Taking Flight: The Blue Jays 115 A Collaborative Approach to Product Development— Gender- Intelligent Market Research 122 The Listening Event 124 Asking the Right