On January 23, 2010, I had the opportunity to touch on the very subject of women, flooring and the retail experience at the Big Bob's Flooring Outlet Annual Meeting in my presentation titled Flooring The Consumer: In-Store and Online.
Thanks to Kemp Harr from FloorDaily.net, here are some highlights to share with you from 1/29/10.
Christine Whittemore, with Simple Marketing Now, and Kemp Harr discuss the nuances of selling flooring to women. Listen to the interview to hear some statistics about women and to hear what their hot buttons are when it comes to buying flooring.
Listen at FloorDaily.net -- The interview lasts approximately 8 minutes and touches on:
Some of the stats from my presentation. More specifically:
66% of all personal computer purchasesThe importance of product quality [i.e., 'value' does not necessarily mean cheap].
67% of financial services
80% of home-improvement
83% of all consumer purchases
88% of retail customers in the U.S.
91% of home sales
94% of home furnishings
The layout of a retail store
Banishing the hard sell [i.e., do more listening, ask questions, be a consultant/interpreter]
Women pay attention to details, so be sure to have a consistent in-store and online experience.
For additional perspective on the event itself, I also include a link to the interview Kemp had with Big Bob's leaders. They explain how my presentation helped them tell the story about the importance of service, how to take care of customers and 'crowning the customer.'
David Elyachar and Scott Perron discuss the highlights of their 17th Annual Convention. Listen to the interview to hear about how this year's convention focused on selling to women and also what their outlook is for 2010.
As I detailed in Women: Separate, Equal & Consumers Worth Appealing To, there's definitely opportunity associated with focusing on women and improving the retail experience in flooring and other home related categories.
I'd love to hear your reactions.
Thank you, Kemp!