The rise of the female shopper - and how to target them
Woman shopping on cellphone

It’s Women’s month and if you’re like a lot of businesses, you want to make sure you tap into the female wallet as best as you can. After all, women account for 55% of online consumers according to the Effective Measure e-commerce report, which surveyed over 11 000 internet users in South Africa.

Here are some tips on how you can attract more female customers to your store;

Social Media

Social media is a major force and growing.  55% of women say they are more likely to buy from brands they engage with on social media, so you need to include this in your strategy. According to Women’s Marketing Inc., women are twice as likely to share their purchasing activities on social media than men, which taps into the massively powerful ‘word of mouth’ element of online marketing. According to Media Post, 55% of active social media moms said they made their purchase because of a recommendation from a personal review.

E-mail marketing

Almost twice as many women as men found their most recent online purchase in an email from a store. Emails get results therefore use them to tell customers about new products, specials and offer any coupons or loyalty points.

 Women make smaller, more frequent purchases

According to ecommerce platform, 74% of women compared to 54% of men are much more likely to buy something if it is on sale. Men tend to spend less time surfing, but are bolder in buying big ticket items, such as electronics and gadgets, while women often gravitate more towards frequently buying smaller items such as clothing, décor items and personal use products such as cosmetics.

More likely to connect with brands that align with values

According to Media Post, women are 37% more likely to pay attention to brands that are committed to environmental causes. According to a BAV survey, 63% of consumers said they make it a point to buy from “companies whose values are similar to their own.” A further 69% feel “they and their friends can change corporate behaviour by supporting companies who do the right thing.” Women find companies which are in step with their beliefs more appealing, so if you source from organic suppliers or employ ethical solutions, be sure to highlight these.