There are all sorts of factors that go into our shopping patterns and how stores steer our path to purchase. Some have tried digital showrooms and Minority Report style advertising. It gets trickier when buyer behavior heads into e-commerce, where instead of watching consumers circle the aisle, savvy retailers are counting clicks.
At WWD Digital Forum held in London, Martin McNulty, CEO of Forward3D, showed how gender specifically affects how many clicks it takes a shopper to buy online. Based on search data, 50% of men transact within 6 clicks or less, while 42% of women typically take 12 clicks before they buy.
So why do men and women shop differently? A study done by the University of Michigan suggests that shopping styles come down to evolution: men are hunters, women are gatherers. But Bridget Brennan, author of Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers, argues that ultimately the real reason women shop more than men is because women find themselves buying on behalf of everyone else in their lives.
Check out a clip from the WWD Digital Forum below and watch the full video to find out how brands and retailers are navigating the new world of clickers and browsers.
Forward3D: Are Men Out-Shopping Women Online? from Fairchild Fashion Media on FORA.tv
The post Clickers and Browsers: Is E-Commerce Altering How Men & Women Shop? appeared first on The Conference Channel Blog.