The Courtship of “Lady Geek”

In the U.K. this week, advertising firm Saatchi & Saatchi is getting a lot of attention for a new survey it released which finds retailers and manufacturers are falling sort when it comes to connecting with female consumer electronics purchasers.  According to one report, consumer electronics manufacturers and retailers will miss out on £600m this year because of this failure.

Below are some of the highlights from the report: 

  • 35% of female internet users polled said they would increase their spending on consumer electronics if marketers and retailers thought harder about how they approach them and offered more guidance in stores and on e-commerce sites.
  • 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.

Surely, retailers will take note of these numbers.  Despite the fact that 35% of those surveyed said they’d be willing to increase spending if offered more guidance, retailers are still seeing 50% of female visitors abandon. 

The Saatchi & Saatchi survey notes that north of 40% of 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. 

Imagine the incremental sales they could generate if only they were to reach out to those that would otherwise abandon, and offer the guidance they say would help increase their spending?