Sep 13 2007
Women… Your 1.2 Billion U.S.$ Opportunity that has forced me to consider Gender Reassignment…
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Consumer electronics manufacturers and retailers will miss out on £600m in 2007 alone because they are failing to connect with women, according to Lady Geek out today from Saatchi & Saatchi.
Thirty-five per cent of female internet users polled said they would increase their spending on consumer electronics if marketers and retailers knew how to communicate with them.
A staggering one in two women said they walk out of shops and leave websites without buying anything because they’re unable to find what they want, representing a huge opportunity for brand owners and retailers who are prepared to rethink their approach.
One third of women do not feel confident enough to ask questions in stores with one respondent describing electronics retailers as reeking of a “strong scent of man”.
Almost one in three women do not consider technology Advertising relevant to them and the majority of women feel disillusioned that brand owners and retailers don’t understand what they care about and don’t view them as a relevant group of customers.
Almost one in two (43%) women go shopping for consumer electronics without a specific brand or product in mind representing a massive opportunity for retailers and brand owners to reap the financial rewards if they effectively market to this group of women.
Belinda Parmar, planning director at Saatchi & Saatchi and author of the report, said:
“There’s a real opportunity here for brands and retailers in the consumer electronics sector to target women. This group of women told us loud and clear that they do not want diamante encrusted mobile phones and baby pink DAB radios. Our aim is to get clients to think differently about how they develop, distribute and market products to women.”
The report uncovers a series of common myths around the way women interact with technology. The myths are exploded with insights that challenge manufacturers and retailers perceptions, steering them towards the path to unlocking this lucrative market.
On average women spend £321 on personal technology every year according to the report amounting to a market currently worth £15bn.
More details from this report are available from Saatchi and Saatchi’s very cool web site at http://www.saatchi.com/worldwide/newsdetail.asp?nid=77
Does anyone want to join me in creating a new blog site, Because as a mere mail, I simply don’t think I have what it takes…
That’s a hell of a lot of business to be missing out on. But I suspect it’ll take a while for things to change, as the change will have to run from management all the way to shop floor from manufacturer to retailer.