There has been a significant shift in the shopping behavior of men compared to that of women. The results of First Insight’s recent consumer study are surprising, as they indicate that men are shopping more often than women both online and in traditional retail channels, shattering several age-old gender stereotypes.
Retailers now need to abandon the perception that shopping is primarily a female-dominated activity. It’s important to be attentive to the voices of the male shoppers and to and work to meet their shopping expectations. Being aware of these differences allows retailers and brands to influence male shoppers by across their marketing, advertising, product pricing and promotion.