Nearly a year ago, I was chatting with the owner of a retail flooring store. He shared that one of the national flooring industry associations had conducted research which revealed “women were their market.” He went on to say that the findings suggested flooring retailers need to better understand and cater to the female audience.
I thought to myself, “This guy gets it.”
I questioned how he planned to appeal to women. “Simple,” he answered. He would require all of his salesmen (yes, his sales staff is all male) to wear a shirt and tie – preferably a suit.
Why, you ask? So did I. And the answer? “To show who’s in charge.” (His wife feels like a man is in control when he is dressed in a suit.)
Fast forward to now and sales have continued to drop. Probably the economy, right? Possibly. But I am guessing there is an even better chance that the female audience is inadvertently telling him who is in charge.
Guys, be careful not to blame all of your poor sales on the economy. If your competitor is thinking like this store owner, you have an opportunity to steal market share now more than ever. But, if your competitor not only realizes he must target the female, but decides to understand her as well – watch out. You could find yourself all dressed up with no where to go.