Reaching Women

Solve this real life riddle. A 37-year-old woman’s car is packed with a tub of dirty dishes, a laundry basket of stained clothes and a package of cookie dough. Where is she heading? The surprising answer? To her local Maytag concept store, where she will test-drive a state-of-the-art dishwasher, washing machine and stove using her own dirty lasagna pan, grass stained soccer jersey, and grandma’s famous chocolate chip recipe. In early 2003, Maytag <www.maytag.com> created an innovative experiential marketing strategy where prospective customers take their new, top-of-the-line appliances for an interactive "test-drive."

Maytag found that women were more interested in understanding how a product would fit into their lives than listening to a pitch about the merchandise. With the high cost of upper-end appliances, it makes perfect sense to take a potential washer/dryer for a trial spin. The company also realized that the social aspect of shopping was important, too. A new environment was designed that included wider aisles, brighter décor, and kids’ play areas. In the new Maytag store the ready-to-use appliances are displayed in "vignettes" of home kitchens and laundry rooms. Since 1998, Maytag has opened close to 50 interactive stores and plans to continue expanding in 2005.

Successful retail spaces create a full sensory experience. Women want to see, feel, touch, taste and interact with your products. Here are some strategies for giving your retail space a female-friendly transparent makeover.

Display and market your products or services in a way that helps customers visualize the full experience and confirm the type of life they imagine for themselves. According to a recent USAToday story, Whole Foods grocery stores sell over $800 per square foot, while a typical supermarket sells around $400. The chain’s sales jumped 15 percent last year while the average supermarket grew just 1 percent. Why? Whole Foods has taken the mundane task of grocery shopping to an inspiring and interactive new level. Dip a fresh strawberry in a flowing, chocolate fountain. Watch while any one of 150 fresh seafood items are prepared before your eyes. Sip a glass of Chardonnay in the produce section. Affirming your customers’ desire to feel exclusive, indulgent or even organic and chemical-free can have major bottom-line impact.

Create vignettes that can be merchandized and accessorized, even if your whole inventory is not displayed that way. Pottery Barn has this concept nailed. I may be dashing in to replace a chipped espresso cup, but those room vignettes keep me browsing and lingering. Each "scene" is so perfectly set that I always think, "Forget the cup, I’ll take that full 15 square feet." From the walnut table to the retro drink pitcher resting on a sky-blue serving tray, I suddenly imagine myself serving lemonade with a fresh jolt of style.

Multi-sensory experience and inviting design can create a powerful competitive advantage – even in unexpected industries. My doctor is great, but the office definitely leaves some room for improvement. Imagine a cold, square, ill-painted waiting room with hard chairs lining the perimeter. The walls are decorated with cheesy, dated artwork, last year’s magazines rest on the plastic tables and a few worn-out toys linger in the corner for kids. I dread that waiting room.

My friend, on the other hand, says she waits in a softly-lit, comfortable reception area with warm laminate floors and current issues of her favorite magazines. The examining rooms have the same friendly feel, with flat screen computers, electronic medical charts and supplies organized in stylish stainless steel containers.

Doctors, dentists and many other medical practitioners have firmly entered the service industry. With the rise of elective procedures such as teeth whitening, non-essential dermatological services and cosmetic surgeries, many doctors and dentists are competing for patients – and market share. Think about it. Who do you think will feel more relaxed about seeing her doctor for an elective procedure – me, or my waits-in-comfort friend?

Giving customers unrestricted freedom, access and creativity with your products can help you stand out in a crowded marketplace. Sephora, the cosmetics mega-store, is a sampler’s paradise. Instead of department store-type cosmetics counters that force shoppers to interact with a salesperson to try a specific item, Sephora is organized around freestanding racks with unrestricted access to chic brands such as Bulgari, Christian Dior, Gucci, Lancome and Calvin Klein. Women roam the store and try on lipsticks, eyeliners and blushes from many different manufacturers. Strategically placed mirrors, tissues, cotton swabs, astringent and makeup remover encourage sampling. Prices, which are usually hidden in department stores, are prominently marked at Sephora. Without the pressure of a salesperson eager to close a sale and move on to the next customer, shoppers often spend an hour or more trying out different colors and brands until they find exactly what they like.

Whether you’re dealing in appliances, medicine, home improvement, clothing or groceries, the right surroundings have an enormous impact on your customers, especially your women customers. A retail space that satisfies women’s needs for engagement and plays to her heightened awareness of environment and aesthetics has a major advantage over the dingy, uninspired retail space, even if the products are fantastic.

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Check out my "Cool Friend" interview with business and marketing guru Tom Peters. I’m thrilled to be connected with such an innovative and well-respected leader. You can read the full text online at http://www.tompeters.com/cool_friends/content.php?note=007701.php.

"Desperately Seeking Something New" – March’s newsletter about the adventure-driven woman – has definitely struck a resonate chord. Thank you to everyone who wrote to me about rides with your gal friends on Harley Fat Boys, hunting and fly-fishing, and your many adventure travel exploits.

Check out the May 16th issue of Time magazine for Nancy Gibbs’ story about the Female Midlife Crisis. The story showcases author Sue Shellenbarger’s book, The Breaking Point: How Female Midlife Crisis Is Transforming Today's Women.

Several readers gave me a heads-up that Susan, too, had a recreation binge and is seeing this powerful trend as women experience key life transitions. I’m picking up my copy today.

As always, I look forward to your e-mails, comments and stories.

Sincerely,