11-05-2005, 09:49 AM
Quote:The truth is, despite the channel`s much-touted potential for niche and one-to-one marketing, retailers online are missing the simplest audience segmentation--along the she-clicks, he-clicks axis. They haven`t delved into the online gender divide beyond basic tracking of product preferences and some conventional wisdom tied to the Internet`s early male technophile-dominated years
Women`s and men`s online behavior now closely mirrors their offline shopping preferences
... five key insights...
1. Women feel empowered; men feel powerful...
2. Men`s inner shopper is awakened; women`s inner shopper is enriched...
3. Women scan; men dig...
4. Men are enticed by product, then lifestyle; women are enticed by lifestyle, then product...
5. Women expand the mission; men stick to the mission...
For online retailers, one-size-fits-all marketing makes little sense when gendered marketing could represent the lowest hanging fruit since Eve plucked the apple for Adam...
full article: http://www.internetretailer.com/article.asp?id=16569