Businesses Have an AHA! Moment: Forgotten Power of Gender Based Marketing

Prejudices about "women and shopping" is common for the men dominated society: women spend more money, women buy longer, women can not decide what to buy. These ugly stereotypes, if neutralized to the smallest common denominator, would say: "Women buy gladly." At the same time the study from MIT reveals that in the recent years women’s hadn’t been leveraged to the full potential as a result of online retailers not emphasizing enough the importance of gender marketing segmentation.

E-commerce for women: the small difference

To begin with, one must note that women perceive their environment more peripherally than men, whose perceptiveness is more focused on one point. The female perception is somewhat more in the whole, the environment and the “whole” play a larger role. For instance, when men shop - they tend to buy a single product and focus on it. At the same time, woman perceive the environment in which this product is placed - the decorations around the product, smells and much more. The perception psychology as well as the evolutionary biology also deal with the differences in the perceptiveness of man and woman:  women listen better, react more sensitive to taste and take the world in warmer colors . The peripheral perception of women plays a special role for the e-commerce sector as it collides with the existing e-commerce concepts: search functions, hierarchical product categories and many others that currently determine everyday life in the online shops.

Data to demonstrate the buying power behind gender segmentation

• Preferred shopping times: women tend to be from 12.00 to 1PM, men from 7 pm to 8 pm
• Average order size across women buyers is $51.84 and $67.82 across men
• Average purchase time: women tend to spend 14 minutes while men 10 minutes.
• Page layout:  Women prefer "long” product descriptions, additional research, insights and etc while men prefer short and structured

How to leverage gender marketing segmentation for Saas

Study shows that including gender segmentation as part of the marketing strategy can increase your email open rates by over 25%, conversion rates by over 30%, click through rates by over 25% and retargeting rates by over 40%. Gender marketing segmentation is one of the easiest and yet under-utilized segmentations that marketers very often forget to leverage. The easiest way to get started is to download list of first names by gender from NameGenderPro.com and match their list against your own database by first name. NameGenderPro.com consolidated by far the largest name-gender list available for marketers. NameGenderPro’s database includes over 177k unique first names by gender (names by female and unisex) collected from publically available data sources such as US Census, UK, Canada, Australia and New Zealand Census as well as social media. Once you download list from NameGenderPro.com you can start analyzing your data and coming up with gender marketing strategy that suits your company’s objectives in less than 10 minutes.