Best Buy launches store for and by women

Gosh, about 18 years ago, I put together a presentation (pre-PowerPoint days; I painstakingly typed it in WordPerfect) on marketing to women. I was baffled then that more businesses weren't taking advantage of this lucrative market. Most of the stats I cited back then (women control 80% of consumer spending, buy 60% of all new cars and influence the purchase of most of the rest, represent nearly half or more of all investment decisions, etc.) are still true today and yet, marketers remain blissfully ignorant on how to target us. The situation has improved, of course, but I am still waiting for a car manufacturer to truly speak to me. I get so sick and tired of car commercials that focus on performance, speed, horsepower, and torque (what is torque anyhow?). The only time I've really seen a car commercial attempt to talk to women it was for a van and highlighted the remote control sliding doors. Well, it's a start I suppose.

And for the record, targeting women does not mean making your product pink.

Best Buy is trying to get in on the action. Since women represent 45% of all electronics purchases, they're looking at ways to appeal to us, starting with the design of their stores. They have one test store now. I hope it works and that more marketers consider their actual SHOPPERS (women!) in their store planning, merchandising, product choices, etc.

Read more here: Springwise: Best Buy launches store for and by women

Marketing to Women—We've Come a Long Way Baby... (Maybe)

Women control 80% (or more) of consumer spending. As this article points out, we're the "Chief Purchasing Officers" in the household. If you've known me for any length of time, you know that I've long railed against the lack of good female-focused ads. When was the last time a car commercial talked to me? I mean, I could care less about rack and pinion steering (not even sure if I'm spelling that correctly) or torque or horsepower. I -- and most women -- want to know about safety, and yes, where the damn cup holder is. Marketers have gotten better over the years (I love what Dove is doing), but they're about to hit another wall: marketing to boomer women. These women were part of the women's revolution. Many worked outside of the home. They're entering their 50's, 60's, and 70's with an entirely different attitude than previous generations. And are those of us in advertising talking to them? Nope. Of course not. Cuz that would make too much sense.

read more: Marketing to Women—We've Come a Long Way Baby... (Maybe) - Articles by Marketing Profs