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    Expert Column: New Gender-busting Rules for Retailers

    Poll shows the sexes aren’t so different as shoppers

    By Dr. Lance B. Eliot, Interactions

    At experiential marketing firm Interactions, we recently decided to take another look at the age-old question of the potential influence of gender on shopper behavior. The results appeared in our July 2015 Retail Perceptions report.

    Our poll of U.S. shoppers indicated that prior assumptions are no longer true that males shop entirely differently from females, or vice versa -- any such earlier notions are quickly eroding; in fact, in many crucial respects, both males and females now tend to shop in the same ways.

    Retailers that previously sought to appeal in-store with distinctly "masculine" displays to male shoppers and separately to female shoppers should rethink that outmoded strategy. The effort to divide by gender can backfire, alienating both men and women; additionally, it can bring about added costs to the retailer, due to the extra gender-specific effort that just won't pay off in the end.

    By Dr. Lance B. Eliot, Interactions
    • About Dr. Lance B. Eliot Dr. Lance B. Eliot is the VP, information technology for Interactions, a San Diego-based global leader in retail solutions and experiential marketing. For more information, visit www.interactionsmarketing.com.

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