Electronics giant Best Buy has just opened a store in Aurora, Colorado that takes aim at a relatively unaddressed slice of the market--women. Best Buy polled their in-house Women's Leadership Forum, also known as the WoLF pack, as well as 40 local female customers to see what features women desire in an electronics store.
The team found several key points that have been implemented in the Aurora location. Best Buy discovered that women perceive the phrase 'home theater' as an indication that the products offered are targeted at the very wealthy, not the average consumer. That term has been axed and replaced with 'family room.' The panel also indicated that they'd like to be able to visualize how electronics could be integrated into their homes; Best Buy has responded by grouping various gadgets together in model display rooms similar to Ikea's showrooms.
There are more subtle differences, too, implemented per the suggestions of the women on the panel. Best Buy's traditional warehouse setting has been tempered with skylights, earth tones and wood-paneled shelving. Restrooms feature lower sinks to make them easier for children to use, and there's even a private restroom for new mothers with free diapers and a rocking chair. Best Buy's staff training now emphasizes making eye contact with customers, and shopping carts are shaped like racecars.
In-Store Gender Marketing
Aurora Best Buy Targets Women
Trend Themes
1. Gender-inclusive Marketing - Opportunity to target underrepresented demographic groups and create inclusive shopping experiences for all.
2. Experiential Retail - Opportunity to create immersive in-store experiences that allow customers to interact with products and visualize how they fit into their lives.
3. Customer-centric Design - Opportunity to tailor store layouts, amenities, and staff training to meet the specific needs and preferences of customers, resulting in improved satisfaction and loyalty.
Industry Implications
1. Retail - Opportunity for retailers to cater to the specific preferences and needs of different customer segments, leading to increased market share and customer loyalty.
2. Consumer Electronics - Opportunity for consumer electronics companies to innovate their product offerings and marketing strategies to resonate with underrepresented demographic groups, such as women.
3. Market Research - Opportunity for market research firms to help businesses gain insights into the preferences and behaviors of underrepresented demographic groups, enabling targeted marketing and product development.