Understanding Gender Differences in the Retail Shopping Experience Key Findings

    Shopping is more problematic for females than for males

  • Overall, women are more likely to encounter problems, especially women over 40 years of age (53% vs. 48%).

    • Lack of help when needed is the #1 problem among female shoppers and most likely to result in loss of business (29%).

  • Just under one in three encountered this issue on their last shopping trip.
  • Two-fifths said they are not likely to go back to a store because of it.

    • Sales associates need to be only available but attentive and 'keen'.

  • Being ignored is a frequent complaint among all shoppers - over one in five.
  • However, being treated like an intrusion is even more detrimental to women - almost half say they will not return to a store because sales associates conveyed this attitude.
  • Older women, those over 40, are more likely to face this issue than older men.

    • Finding a product 'out of stock' is a common problem for all, but females are far more forgiving.

  • Over twice as many males would reject a store for this reason. In fact, 'out of stock' results in the largest loss of male customers.

    • Impatience is more of an issue for females than males.

  • Women, and especially those 40 years of age or under, are more likely to encounter sales associates who seem annoyed when they need more help or more time.
  • This 'impatience' is particularly pronounced when shopping for apparel or furniture/home improvement items.
  • More women find this a critical problem.

    • 'Lack of pressure' is currently a key strength among sales associates.

  • Both females and males reveal the greatest satisfaction with store employees' willingness to let them shop at their own pace.

    • Females are more appreciative of efforts at empathy.

  • More say they are very satisfied with the genuine interest shown by sales people in understanding their needs, particularly those who were shopping for furniture or home improvement items.

    • Loyalty remains higher among females.

  • Women are more apt to say they will definitely recommend a store - a pattern that has remained consistent over the past few years.
  • Younger males (40 or less years) reveal the least loyalty.

    • Among females, shopping for apparel can be more challenging.

  • Slow sales associates and difficulty in finding items amid clutter tend to be more prevalent problems.
  • Females reveal less satisfaction with sales associates in apparel stores, especially when compared to those in furniture or home improvement stores.

    • Overall, sales associate gender is not a huge issue.

  • Across most product categories, at least two-thirds of shoppers say they have no preference.
  • Not surprisingly, females would opt for woman's help with items of a more personal nature (i.e. undergarments).

    • Some bias does exist in traditional male categories.

  • Shoppers who do have a gender preference are more likely to want help from a male when shopping for vehicles or auto supplies, hardware or home improvement items, sporting goods, electronics or computers.

    • Positive shopping experiences are prevalent and powerful.

  • Half of females and two-fifths of males have had a 'wow' shopping experience. This pattern is apparent among both younger and older shoppers.
  • The vast majority told others and told many others - more than eight people each, on average.

    • Bad shopping experiences have long term consequences.

  • Two in three shoppers decided not to return to a retailer because of a problem they encountered. Less than one-third did eventually go back but, on average, it took close to a year.

    • Bad shopping experiences do not need to be personal to be influential.

  • Two in five have rejected a store based on problems encountered by someone else.