Wife in a Metro- The soft target of Digital Marketing Consultant
In the past decade, the spending nature of the Indian household has changed. Earlier most of the expenditure was done by men (guided by women, at times), but now women do most of the shopping and they are key decision makers in the purchase. The advertisers have sensed this and they are targeting women to drive their sales upwards. Most of the e-commerce and grocery deliver services are launched in metro cities first before experimenting in tier 2 cities. Let’s see how they are solving the problem for female who are the home managers in a metro city.
Grocery Delivery: The grocery delivery app has reduced the pain of buying grocery for the household. Now the women don’t have to explain their husband about the minute details of the stuff they want to buy. They can pick and chose to build their own assortment. The grocery e-tailers give discount of X% for purchasing above a certain amount or on a certain day of the week. And women are happy to spend more on their shopping cart to get that small discount or cash back on the usage of a particular payment channel like an e-wallet or a credit card. Whatever be the case, it is certainly reducing the burden of spending your weekend for buying grocery. To make it a success, the system should predict automated replenishment of the kitchen cupboard. The digital marketing team should reach out their potential customers with irresistible offers.
Fashion and Apparel: Anyone, who has the slightest insight into “What Women Want”, would agree that they love shopping. Earlier, they used to browse and shop in the bustling market, now they do it online. They like to browse and pick up things which appeals to their style and latest trend. You don’t need a complex predictive algorithm to convert the sale. If your digital marketing strategy can showcase that they are going to purchase a trending item at the best price, the shopping cart will definitely progress to the payment page. A large e-commerce company is taking help from female digital marketing enthusiasts as they can predict the buying pattern of a female user in a better way. Ladies have an inherent inclination to buy that “cute little thing”. The trick lies in using aesthetic graphics coupled with a discount for up-sell or cross-sell.
Online Shopping for Kids: Websites and apps focused on small needs of the kids are adding revenue to their piggy bank. They have come to the rescue of nuclear family. They provide a wide range of merchandise which includes toys, clothes, diapers, early learning materials etc. If the digital marketer can reach your mailbox with discount at an appropriate time, there are chances that it will ring the cash register. For example, if the e-tailer can predict the age of the kid and offer discount on woolen garments just before the beginning of winter, the smart mom will be happy to purchase. Similarly, the usage of a diaper is almost fixed per day. The company can do a simple math and offer discount on the purchase of a new packet of diaper few days before it is suppose to get exhausted.
Home Furnishing: With the online sales of furniture and upholstery, the home manager has become the home designer too. There are exciting startups which let you design your home and visualize it in 3D. Then you can place your order online for the items selected. Now the ladies can decide which design looks heavy (Only God has given them the power to judge the “heaviness” of a design :-).As they can see the minute details online, so they can decide which furniture matches your curtain and vice-versa. They also buy lot of stuff which they never thought to buy. For example, a new set of coffee mug or a stylish salt-pepper container. The advertisers know how to subtly advertise a product online and deliver it. Home delivery and easy return policy have also encouraged the user to buy more.
As the retail channel has gone online so a digital marketer can easily reach their audience in the most efficient way. Some of the above examples would hold good for bachelorettes living in the metro too but their preference and shopping cart size may vary. For example, they might not spend a lot on the grocery but spend a fortune on apparel, jewelry and fashion items. They would be the chosen target by food delivery apps. Similary, men also spend online especially on electronic gadgets and personal grooming materials. Your digital marketing team should segment the customers based on demography like age, gender etc. and showcase targeted advertisements.
To summarize, I would say that “Now the customer is not only the king but the customer is the Queen”
#EachForEqual #IWD2020 #InternationalWomensDay