Consumer Trends
5 Reasons Why You Should Be Marketing to Women
- Women Control Consumer Spending Women are responsible for 75% of all consumer purchases and may influence even more. Despite this, much of the marketing from retailers and brands still targets men, overlooking a significant portion of the consumer base. Marketers should shift focus to connect emotionally with women, building appreciation and inspiring loyalty.
- Emotional Connection Drives Sales According to Bridget Brennan, CEO of Female Factor, creating an emotional connection with women is key to increasing sales. Marketers need to make women feel valued and appreciated. Establishing this connection often requires more effort but yields long-term loyalty and purchasing power.
- The Shift Toward EV Charging With the increasing popularity of electric vehicles (EVs), retailers are beginning to see the benefits of EV charging stations. Retailers like Meijer and Kroger have installed hundreds of charging stations, and studies show a 4% increase in customer visits for stores near charging stations. As more consumers transition to EVs, this trend is likely to grow, making EV charging a valuable investment for retail locations.
- Schwan’s (Now Yelloh) Closure Schwan’s Home Delivery, which rebranded to Yelloh in 2022, ceased operations after 70 years of service. The rebrand failed to resonate with customers, resulting in a decline in sales and the closure of the business. This highlights the importance of understanding and maintaining brand identity during a rebrand.
- Aldi’s Expansion Challenges Aldi plans to open 800 stores in the next five years, but supply chain capacity is a concern. The company’s president, Dave Rinaldo, expressed that meeting the demand for new stores requires significant support from manufacturer partners. Despite this, Aldi will continue focusing on its core values—resisting temptations to expand store sizes or product offerings, which could shift its identity.
In the retail landscape, understanding your audience and staying true to your brand are critical for success, whether it’s connecting with women consumers, investing in EV infrastructure, or navigating the challenges of rapid growth.
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