Most of you who read this blog are women who design & make jewelry and have online shops. If you're like me, you've wondered how you can increase the number of male customers in your shops. Only a handful of guys have bought jewelry from me but one thing I've noticed is that they seem to be very decisive. None of my male customers have favorited any items and purchased them later. According to Ron Sabando, "Men generally shop with the swiftness of assassins. Of course, you will find indecisive specimen among us, but most of the time shopping keeps us from other activities, so it must happen quickly. We generally know what we are specifically looking for, so it is mostly seek and buy."¹
They Want Convenience:
A Wharton study found, "'For women, "lack of help when needed" is the top problem (29%). It is also the likeliest reason that stores lose the business of women shoppers. Indeed, according to an analysis of the study's data, about 6% of all female shoppers could be lost to stores due to lack of sales help. Men, however, ranked "difficulty in finding parking close to the store's entrance" as the number one problem (also 29%)."'² This explains why some men prefer online shopping. They don't have to find a parking space or brave a crowded mall. Ernie Wilder wrote a comment to the same article stating that he "will choose "self check-out" most times to avoid a potential hold-up". Etsy's check out process is not ideal, but it is certainly faster than waiting in line during the holiday rush.
According to Forrester Research, men "spend more, make fast decisions and as a group, tend not to return the stuff [they] don’t really want."³ That description of male customers is rather idyllic and gives me the impression that we should be trying our best to make sure that our shops appeal to our male shoppers, as well as, our fellow females.
Here are a few of the things that I believe will help:
- Item titles that are straightforward and descriptive
- Describe items well and be sure to include measurements
- An orderly shop with shop sections that make shopping easier
- Clearly mark all items that are not available for immediate shipping (made to order items) and label made to order items with their lead time so that customers will know how long before the items will ship.
- Consider offering gift wrapping in both all-occasion and seasonal (non-holiday specific) options.
I'm sure that I have left out lots of ways that we can draw more male customers to our shops and welcome all your suggestions! What other ways can we improve?