RETAILER WAKE UP CALL: SELL EFFECTIVELY TO
WOMEN AND LAND CONSUMER LOYALISTS

CONSUMER ADVOCACY EXPERT DELIA PASSI OFFERS INSIGHT ON HOW TO OFFER BETTER SHOPPING EXPERIENCES TO “CHIEF PURCHASING OFFICERS” DURING THE HOLIDAYS

New York, NY (November 29, 2007) –   Women contribute $4 trillion dollars annually to U.S. retail spending, and with the National Retail Federation recently reporting that each consumer has spent on average 3.5% less this Black Friday as compared to last year,* retailers will need to cater to the needs of women more than ever.

Retailers have a real opportunity to reduce the problems experienced by female shoppers,” said Delia Passi, Founder of WomenCertified, a consumer advocacy resource that empowers women to make better buying decisions.  “In a year in which retailers need to work extra hard to attract customers, it’s clear that delivering a great shopping experience is going to mean short term sales and long term benefits for the retailer in the form of loyalty and positive word-of-mouth.”

Ms. Passi, author of Winning the Toughest Customer: The Essential Guide to Selling to Women, is the nation’s leading authority on selling to women.  Fortune 500 companies looking to better market to the female demographic, such as American Airlines and Home Depot, have sought her WomenCertified training and certification programs in effective communication and customer appreciation.

As a consumer advocacy resource, WomenCertified recently took a “temperature check” of female shoppers via the WomenCertified Monitor – a sounding board for women to share their voice on products, services and issues via online surveys.  Women consumers were asked a series of questions about how they are coping with the retail environment this holiday season.  The results show that high quality service and stress-free shopping will be essential in achieving shopper satisfaction.

“The women we talked to reinforced their need for a sales environment in which they could easily find what they needed and could get the help they were looking for,” explained Ms.Passi.  “Sometimes something as simple as ensuring there are clean bathroom facilities or making eye contact while conversing with the shopper can make the difference between a positive sales experience and one that has women promising never to return to the store.”

WomenCertified also recently partnered with the Jay H. Baker Retail Initiative at the Wharton School and the Verde Group to release the “Men Buy, Women Shop” study on gender differences in the retail shopping arena.  Findings showcase that successfully selling to women will lead to exceeding the expectations of men, highlighting the need to fulfill the higher order shopping desires of women. The study also notes the primary challenge women have with retailers is the lack of customer service.

“WomenCertified understands all too well that retailers often come up short in selling to women, and this study demonstrates the need for sales representatives to provide more positive shopping experiences for the female consumer, especially considering the challenging economic climate this holiday season,” continued Ms. Passi.

Some of the most relevant areas of opportunity for retailers noted by Ms. Passi and WomenCertified are:

• Spend time simply helping the shopper and responding to her needs. Problems are easily mitigated by a sales representative having patience and interest in the shopper.
• If sales associates make women feel like they’ve had a great experience in the store, females are far more likely to remain loyal to that store in the future.
• If a sales associate attempts to be genuine and empathetic towards a female shopper, that shopper will be highly appreciative and more than likely return to the store.
  

“Men and women generally want the same things when shopping, but on the whole women want more.  Women are looking for high quality experiences at multiple touch points, versus men who are more task-oriented. Recognizing these different shopping mindsets is why WomenCertified believes women should feel empowered and demand more positive shopping experiences from their local retailers,” concluded Ms. Passi.

* Reported on the National Retail Federation website on November 25, 2007
 
About WomenCertified

WomenCertified is a consumer advocacy resource that empowers women to make better buying decisions by offering tips that will help enhance her overall customer experience, as well as providing a robust database of sales representatives in local communities who have been trained to meet her shopping needs. For sales and service professionals interested in enhancing the consumer experience, WomenCertified is a proven training and certification program rich with resources to help professionals increase sales through more effective communication and customer appreciation. For more information please visit WomenCertified.com.