I recently read a Wall Street Journal article by Mark Penn in which he describes the “new info shopper.” The only thing “new” about this information-gathering, deliberate consumer for me was this: that buying ways formerly seen as feminine are becoming more gender neutral.
It’s true. These days more men are taking this not-so linear buying approach – for technology, groceries, cars and more. The great news is that – if you’ve been studying up on marketing to women these past few years – you should have the advantage in reaching these men. Serving women well, in fact, has never necessitated alienating men in the process (are you surprised?). Instead, you will likely serve them better too.
The emergence of this “new” info shopper shows that this is all the more the case. Smart brands have learned how women dig for more information behind their purchases, and take in varied, non-linear cues along their buying paths. Because of this, those brands are delivering more background content and are easing the entire customer experience for all of their customers.
The evidence of the male info shopper can’t be denied. As with so many consumer shifts, this information-gathering trend within the male market began with the usual urban, coastal suspects. Men in those environments have long been the first to enter into new realms, so their becoming more engaged and active shoppers – initially for “beauty” and “fashion” products – is no different.
According to Penn’s research, as he wrote in the WSJ:
Now this trend is spreading down the product chain. In our survey, 24% said they are doing online research before buying shampoo. The Breck Girl is being replaced by a shopping bot.
And they have questions. How does this shampoo work on different hair types, thicknesses and colors? Are the bottles recyclable? Has the product been tested on animals?
It used to be that the only time people expected 30-page, pre-purchase, inspection reports was when they were buying a house. Now some people want them just to buy a tube of toothpaste.
Ten years ago, you’d have read that and just assumed it was a reference to women – those research gathering Breck “Girls,” alone. But, no longer. That 24% Penn mentions included men!
What we know about how women buy has become even more important. Not because women are rising up and soon men will be no more (oh my – let’s sure hope that isn’t the case), but because our culture has become less gender stymied.
Men have observed what women – as the toughest customers – have been able to demand and receive from brands/retailers, and they want in. Why shouldn’t they also get the chance to weigh in on animal testing and recyclability, for instance? And, why should they worry about being emasculated just because they like the idea that they can improve their skin if they want to?
So, yes – by all means – consider the ways of the info shopper as key to your future marketing success! Then, thank women for introducing you to and teaching you about such buying ways. And finally, leverage your women’s market knowledge to an even broader expectant audience: ALL the info shoppers out there.
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