The retail market is always changing. Managing change correctly can mean the difference between having a great year and scrambling to recover. One change sparking new product opportunities is the growing influence of women over purchase decisions. What does this mean to the retail market? Women buy homes. Women buy stuff for their homes. Women have the dominant influence over the decision process in home purchases. After couples, single women make up the largest group of home-buyers in the U.S. Women make 94% of the decisions to buy almost everything in the home. ("Real Estate Journal", Wall Street Journal 4/10/02.) (National Home Furnishings Association, June, 2003, Vol. 10, Number 6)

The New Chief Purchasing Officer

Today's woman is the new Chief Purchasing Officer. By 2010, they're expected to control $1 trillion or 60% of the country's wealth. They also earn more than $166 billion and spend $6 trillion annually. (BusinessWeek and Gallup)

With spending power greater than their earning power, women bring home the majority of income in most U.S. households. Women's spending power is highest because they buy not only for themselves, but invest for businesses, families, and loved ones. (IRS Statistical Bulletin Winter '99-2000) (US Dept. of Labor, Packaged Facts, MarketResearch.com)

By understanding the unique shopping approach of the female consumer, you'll reap the benefits:

Free and powerful marketing by word of mouth. Women will recommend brands, products, retailers and even salespeople who provide favorable brand impressions. Trust Develops when the product is appropriately positioned to best suit their needs. This trust can diminish if the presentation is perceived to have a questionable agenda. Generational Pass-Down Female parents teach their children how to buy, instilling a long term love and loyalty for trusted brands. Brand Loyalty. Women spend more time when deciding to purchase brands and products. The time invested is recouped by remaining brand loyal in future purchases. ("Gender Trends," Martha Barletta, TrendSight, www.trendsight.com) ( "Marketing to the Needs and Goals of Women," The Moderns, www.themoderns.com)

Women spend 81% of their money on retail and sign 80% of the checks. When it comes to the retail market, Proteus helps companies interpret market trends and design products and brands for fast adoption. By understanding what makes buyers tick - from retailers to the growing markets of women - we help companies speak intelligently to buyers through strategic design.