“Allowing” Men To Shop More Like Women
The first time I was offered a glass of wine in a hair salon it felt very out of context (especially since it was twenty years ago) but, it definitely made the experience that day memorable. I appreciated that the wine brought a bit of celebration to my otherwise bi-monthly new “do.” So, what took stores so long to realize that a guy, too, might relax into shopping with the option of a refreshment? Ray A. Smith’s recent article for the Wall Street Journal covers just such a phenomenon as an example of the way recessionary retailers are trying to coax more men into buying mode. Their goal: to get men to shop more like women.
But, I see two things combining to make this a wise approach and not just for recessionary times. First, there is certainly the savvy retailer’s environment-staging nudge as per Smith’s piece, but the truth is that men had been showing a pre-disposition in that direction long before stores caught up. “Just like women,” they’ve realized they can spend money on hair and skincare, and, as this recession has made more evident, men have also begun to demand a lot more from a brand or retail experience.
Serving alcoholic beverages is perhaps only one of the ways to indulge a man’s piqued interest in a more deliberate shopping process. Instead, just as so many boutiques have more fully developed in-store environment and service for women (think spa-like interiors, soothing music, special scents, mood-lighting), so too can stores provide an ahhh-inspiring, relaxed purchase decision for men.
Retailers shouldn’t just copy the list of ways they do this for women, however. Instead, they should take the idea and tailor it to their very particular men’s market (just as they’d do in serving women). Perhaps wood paneling and hunting trophies would make them feel immediately calm – but maybe not (and that would, of course, be gender stereotyping). Men would likely be interested in simply discovering a place that “gets” their need for a certain type of space, with background music and visuals that take them away from the many decisions and responsibilities of their average day (yes – just like women).
The fact that stores like the one mentioned in Smith’s piece exist aligns with the general idea that men seem to now feel more allowed by society to do things or make decisions in ways that had previously been considered a woman’s way. So, it would seem, we no longer need those gender indicators. Thank you very much.
Is having a drink at a retail store a woman’s way, or…? Is even considering buying a pair of $200 jeans girly, or…? Is an interest in fabric or color only “for women?” You see where I’m going.
Who was the one person way back when who made all those gender “rules” so? Anyone might appreciate a glass of something as they stroll a store and consider spending serious money on clothes or electronics, or – you name it. Every consumer deserves and now expects the extra touches and services.
The way I see it, men are happily accepting the invitation to this tough customer club. Now, pass me a cold one.
