For women consumers, a single purchase is just one piece of the puzzle. If your marketing strategies can help her find the missing pieces, she’ll reward you with purchases, loyalty and referrals.
When she buys a pair of dress pants, for instance, it’s usually just one part of a new outfit intended for a particular purpose, say, a job interview. Marketing professionals should remember that women look forward to and emphasize milestones in their lives. Women usually organize purchases around those milestones, as well.
Department stores already do a good job of grouping multiple items that go together. Whereas men’s apparel is usually organized by type (shirts, jackets, slacks, etc.), women’s apparel is usually organized by outfits. Women who come in intending to buy a new pair of slacks generally leave with a coordinating blouse, sweater, and perhaps, a jacket as well.
Websites and catalogs are able to take this a step further and integrate the belt, shoes and jewelry into the outfit. Popular retailer Anthropologie is masterful at marketing to women in this way. Their regular emails usually highlight an appealing “look” and offer all the pieces for purchase, right on one page. Here’s an example of an outfit suggestion:
The brand also provides “Look Book” suggestions of how to coordinate different products for a beautiful style. Just check out this cool and breezy living room:
Lots of other retailers can take this marketing approach, both online and in-store. Home improvement stores have started with kitchen and bath “collections.” Banks could implement more milestone-related marketing, and even restaurants could group meal components together instead of the traditional organization of “Appetizer, Entrée, Drinks.”
I challenge marketing to women professionals to think creatively about how they organize their products and services for sale—what makes the most sense for your warehouse might not be ideal for women consumers.