NumBytes 49: Venus And Mars Brands

Men are from Mars, women from Venus when it comes to interacting and connecting with retailers, noted market research firm Motista as part of its ongoing retail study of 4200 customers. Although the study found overall awareness and familiarity with 10 major retail brands it tracks were high at 90% and 71% respectively, only 18% of consumers indicated an emotional connection to their retailers. Deeper connections with consumers can help drive higher levels of purchase intent, response rates, online engagement, and advocacy.

Motista found men take retail more personally and are 50% more likely to feel that their preferred retailer makes them a more valuable person. Appearing to seek to enhance their identities and sense of self through the retailers they choose, men are also 53% more likely to feel that people will see them differently because they shop at a particular retailer and 30% more likely to feel that their retailer personalizes its relationship with them.

On the Venus side of the solar retail system, women seek fun and style and establish connections with retailers around the perception that the retailers are fun and stylish. Women are 18% more likely to connect with retailers they consider to be fun, and 18% more likely to connect with their retailer if they believe the retailer is stylish.

Bottom line: Appeal to the customer's vanity. The study found that when consumers feel a connection with their retail brand, they are 50% more likely to advocate for the brand and recommend the retailer to others. And most every retailer knows the value of word-of-mouth advertising.