Baker Retail Initiative and the Verde Group, a Toronto consulting firm, found that women react more strongly than men to personal interaction with sales associates.
Women are happy to meander through sprawling clothing and accessory collections or detour through the shoe department.
“Women are more apt to be angered by a lack of engagement behavior from the sales associates.
For men, while engagement is still important, it’s not as important as the product and getting in and out quickly.” Retailers can use the study findings to tailor services to build sales, she said.
He speculates that this responsibility contributes to women’s more acute shopping awareness and higher expectations.
On the other hand, after generations of relying on women to shop effectively for them, men’s interest in shopping has atrophied.
Communication is critical to reaching women shoppers, Price adds.