“Place” refers to the sales environment in which consumers go shopping. No matter whether they’re physically entering a store or browsing online shops, the sales environment plays a decisive role in making a purchase. If you have a brick-and-mortar store, your need to consider factors such as light conditions, storage and presentation, cleanliness, etc., while website owners have to create an appealing virtual environment. For this, you have to keep in mind factors such as web design, presentation, and informative content, as well as website navigation. But if you want to offer gender-specific products, what should you look out for when creating the sales environment?
While one group (tending to be female) pays more attention to cleanliness and order, colorful walls and warm lighting conditions, the other side (tending to be male) is concerned with quick purchasing success: men want to be guided quickly to the desired product and then also complete the purchase just as quickly. That’s why many electronics stores, for example, aim for a structured and simple sales environment.
Creating a gender-specific sales environment can drastically increase sales, and website operators have been quick to pick up on this trend. While of course, the sales techniques are different from traditional retail, the different needs of women and men are also important in the digital world. This applies not only to web design, which can be adapted to the genders, but also to the texts and product presentations. Research has shown that women tend to prefer static images, while men are able to better process videos about services or the product.
In accordance with their aim of making purchases quickly and efficiently, men prefer product descriptions that are brief and to the point, listing the product’s most important properties and, where possible, giving specific numbers, data, and facts. Women, on the other hand, are generally willing to read longer, more descriptive texts, because they tend to want to be as informed as much as possible about the range of products on offer. These should clarify the possible applications and the benefits of the advertised product as precisely as possible.