Have you ever wondered why women seem to shop more than men?
In her recent Forbes article, Bridget Brennan, author of Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers, says that women shop more than men because: “In virtually every society in the world, women have primary care-giving responsibilities for both children and the elderly (and often, just about everybody else in-between). In this primary caregiving role, women find themselves buying on behalf of everyone else in their lives.”
This is especially true for online booking. Think birthday parties, karate lessons, painting classes—more often than not, women are booking these services for the benefit of others.
This is not a minor trend, either. According to our analytics, 99.5% of people who book on Occasion are women.
Let’s take a look at Brennan’s three suggestions for businesses looking to earn the loyalty of women everywhere, and see how we can apply them to online booking.
1. Address Her “Invisible Others”
Who is she booking for? Her child? Her child and all of his or her friends? Her husband? Herself and her friends? She knows what these people are looking for, be it a weekly piano lesson, a Spanish class, or a place to host a birthday party. Your online booking interface needs to present the options and benefits in a clear way that will allow her to decide whether this is in fact what her “invisible others” are looking for.
2. Create an Emotional Connection
It is possible to emotionally connect with your customers online. The trick is often not more, but less. That’s less hidden fees, less steps in the checkout process, and less over-selling of what you’re offering. Allow customers to see what it is they are reserving front and center, and if they decide to book, make it easy for them.
They’ll feel emotions of trust and appreciation toward your brand for it.
3. Study Gender as You Would a Foreign Market
This one is really universal, so we’ll let Brennan explain:
“Women and men grow up within a culture of their own gender, each with its own codes of conduct, speaking styles and expectations for personal interaction. Studying the impact of gender on purchasing preferences is still uncommon enough to make it a powerful advantage for your business. Chances are, your competitors are overlooking this.”