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Why Are Men Suddenly Becoming Shopaholics?
Historically, men have been hard to sell to. Especially when it comes to clothing, apparel and accessories or anything other than electrical gadgets. In the years gone by, the masculine gender just hasn’t had the patience with shopping and had dismissed it as girly nonsense. Why? It is hard to fathom. I am tempted to say it is the testosterone, but it can’t be it because nowadays men are shopping like crazy; they are literally becoming shopaholics just like women and they are buying more clothes, apparel, beauty products and accessories than ever before. What has changed? Do they have less testosterone? Or has there been a shift in their shopping ideology?
It appears that the simple and fundamental reason men are shopping more is the fact that they can now shop online. They are shopping more because they don’t have to go into a store and queue up for hours and waste their time. They don’t have to endure vapid excursions to fitting rooms to try and retry stuff. They don’t have to go through racks and racks of cotton, polyester and linen trousers before they find the perfect one. All they have to do is power up their computers, do a quick Google search for exactly the item they are looking for and voila, at least ten search results come up (a lot of times they don’t even bother with Google, they just go straight to Amazon). From there, it is a few short minutes to check out and then they are done and the next day, the item could be delivered by a drone.
Selected items curated by Jeannie Lacroix. Visit our Men’s Warehouse to Check them out!
Men’s Online Shopping Projected to Grow Faster than Women
According to Shannon O’Neil author of Tall Tales: 3 Online Men’s Retailers Using Lifestyle Content to Engage Customers, an article which appeared on skyword.com, “online menswear shopping is projected to grow faster than e-commerce verticals – beating out even computers” in the next few years. What is even more interesting is that research shows that men are shopping more online than women! You heard that correctly. Men are outpacing women with shopping. How can this be possible? Consider the following:
“The trend of men shopping more online than women continues when looking specifically at Amazon, which can boast over 80% of market share in several e-commerce categories. Six in 10 men report that the number of purchases they made through Amazon has increased over the past year, while about half of women report the same. Furthermore, more than half of the male respondents said they shopped on Amazon 6 or more times a month, compared to 45% of women reporting shopping on Amazon with that frequency.”
This is a significant piece of information for retailers trying to capture the “men” demographic. Why has Amazon been such a successful online portal for male shoppers[ml1] and why are men shopping online in greater numbers than women? Apparently, they appreciate the speed of purchase, the seamless navigation, the practicality of the products offered, the ease of payment and the payment options. Things like that.
Below are some key considerations for e-retailers who are targeting male customers:
Men are still less inclined to initiate the shopping hunt than women are. So e-retailers have to be proactive and creative. One way to distinguish themselves would be for e-retailers to use “lifestyle content” to draw men in. Specifically, that would mean having a blog attached to their website that offers articles on lifestyle issues and providing men with specific and practical tips that will help them with their lifestyles choices – including their fashion choices. The key with the type of content that will appeal to men is to narrowly focus the “editorial slant” of the blog to the specific demographic of men you are targeting and then produce content that is consistent with that.
NEWSLETTERS AND EMAIL LISTS
Another thing e-retailers can do is to have a regular newsletter with which they can communicate their store’s offerings to men on a fairly regular basis. That is obviously going to mean having an email list which for websites with the means will mean purchasing a list from a reputable vender for the demographic they are targeting. That same email list can be used to send a good old-fashioned email to list about the updates to the site, a product launch or provide a Q&A that would be relevant to the men they are trying to target.
According to Shannon O’Neil, quoted above, “the top way apparel shoppers like retailers to communicate with [men] is via email and the best way for menswear retailers to connect with male shoppers is to customize their email campaigns.” O’Neil was quoting Eric Feinberg, VP of marketing at Forsee during an interview with CPC Strategy.
Men like to receive fashion tips from reliable sources. For a lot of guys that is going to mean checking out Instagram influencers’ pages, reading specific online journals/catalogs/magazines and subscribing to newsletters from publishers they trust. So e-retailers would be smart to have a strong social media presence – especially Instagram, showcasing real life influencers “living the lifestyle” the e-retailer is selling on its website.
STREAMLINED WEBSITE WITH SEAMLESS NAVIGATION
For men, the shopping experience should not last too long. On average, it takes them 10 Minutes to complete a purchase according to social4retail.com’s infographic which is based on an article that appeared on paymentsense.com. So e-retailers need to think about the way they design your website and the way they display their products.
Men like computers and computer games but apparently, women are more likely to use apps to shop than men are. This might surprise a few people. But shopping apps are more likely to be downloaded and used by women, not men. So consider carefully how and why you invest in apps. Cause guys usually don’t give a shit about apps. Especially shopping apps. Unless maybe its Amazon.
PROVIDE THEM WITH CREATIVE PAYMENT METHODS
Apparently, men enjoy paying with bitcoins and do so 90 percent more often than women. They also prefer to use credit cards to make purchases rather than debit cards or cash.
BRAND NAMES AND SALES RACKS ARE NOT SO IMPORTANT TO MEN AS THEY ARE TO WOMEN
E-retailers should consider that for men, it is about the item not so much the price or who made it. This is different for women because they love a good sale. But men are less impressed with sales and brand names. So when you are marketing to men, emphasize other things like quality, durability, practicality rather than sales price or brand names.
THINK ABOUT WHAT THE CUSTOMERS WILL SAY WHEN THEY LEAVE REVIEWS (AKA CUSTOMER SERVICE MATTERS)
Well over 70 percent of Amazon reviewers are men. So this should inform e-retailers that not only should they ask for reviews, they should make sure their customers are happy because men love to leave their opinion a lot more than women do.