Reaching Women Who Aren’t Shoppers: Why Bother?
I know non-shopping gals well, because I am one. (indeed…the irony!) I have chosen to live in places where I’ll find like-minded types, and so have become a particular expert in under-appreciated non-buying minds. Of course, these folks buy the usual products and services, but shopping is not something they do for fun. Not surprisingly, I suppose, those places where my “tribe” exists have tended to be college towns or slightly more urban areas (often with colleges) that have abundant outdoor activity nearby. And, thus – these women make up a teeny, tiny percentage of the population that is such a small niche that no marketer has the time to care. Yet, these women are lifestyle influencers and passionate word-of-mouthers to the nth degree.
Often fairly well educated and with at least ten years prior history of living in urban centers, these women have seen the days and circumstance where they needed to buy a lot of pricey clothes for work, and lived in nice apartments with the accompanying accoutrements. Now, they are very content to be living in a lower key way (and that is not necessarily less expensive, to be clear) and generally share a desire to become more educated and deliberate about their consuming. They are usually quite environmentally aware and interested in “local first” shopping, and will let such things take priority over price.
In other words, these women are – again – a very small percentage of the U.S. population. So, why should marketers care? Because this group can be a fascinating microcosm of the direction that more consumers may be wanting to head these days. That’s why.
Take the example of the 7 For All Mankind brand jeans (aka 7s), for one. You would think, this small-college town type of woman would be all about her old Levi’s or the practical Eddie Bauer version, but you’d be wrong. They are not immune to fashion trends, they are just conscious about how trends influence them. These women are aware that 7 jeans are pretty popular with the celebrities and darn if even skinny Cameron Diaz seems to have a more shapely rear-end in photos because of them…
Thus began a discussion after a recent yoga class here in Burlington. A room full of 35-ish moms, most of whom work, overhear a conversation where one touts the worth of overcoming price guilt ($130+) to by them. This particular gal wears her single pair so much that her husband has to insist she put them in the wash once a week. All ears perk, the five or more women milling about tune in. A few ask: “what are you guys talking about?” Another chimes in: “oh yeah, I started buying 7s a few years ago – and now that I know my fit and size, I comb the aisles at TJ Maxx.” Enthusiastic and passionate discussions abound. The local full-price boutique gets kudos for having a wide selection and great service. The ways to buy them on eBay or at discount retailers are all pointed out as well.
How I wished I’d secretly taped the conversations… and how your brand wishes it could have been there.
Of course – women may just naturally get more passionate about jeans than toothpaste or environmentally sound cleaning products, but frankly – I’ve heard a bit of that after class too. Once these gals find something that serves them, they are very aware that many of their friends live the same way and so this “find” will likely be great for them too. WOM-o-rama ensues.
So, I am raising a flag for the teeny tiny niche segments of customers and their power. The enthusiasm and passion of like-minded women discussing a product or service has exponentially powerful uses. Once you dial into the post-yoga class discussions (or whatever very specific thing your particular women’s market does “in community”) and see/feel the heat of the positive or negative comments – you’ll be sold.
During this time of very careful consuming, the idea is to build the interest from the hottest pockets out. Many a time that “build out” has started with celebrity-watching (come on – you know you read Style!), but these days it may start with the much less known niche markets that appreciate a product or brand enough to make sure they are heard. And, that may be one yoga class attendee at a time.
Sometimes great consumer insights start in a small, college town near mountains and large bodies of water. See you Wednesdays at noon, Kilburn Street.
