book review#16 what women what by Paco Underhill
I just realized that I am quite a Paco fan becuase I bought almost every book he ever written both from the topic and the writing. It’s crisps, concise and entertaining.
This is yet again another marketing book focusing on female consumers. I have a plan to launch a new cosmetics line sometime next year thus the understanding of female consumers are crucial. Surprisingly , when I study deeper realized that female influenced almost every major category of consumers goods. This book help me to better understand the mechanic of female human brain . By having some knowledge of this, I hope that I will be able to satisfied my customers better.
A nice warning though, the thought of fully understanding female’s thinking process it not only outrageous but impossible. You probably experienced that already, no matter you’re a male or a female.
Not long ago, I was out having lunch with my wife and on the way back we stopped at this nice imported car show room. While I was admiring the electric blue Nissan Fairlady-Z convertible and trying to figure out how many seconds will it take to bring this car from 0-100 km/h, my wife told me that this car has only one cup holder and a tiny trunk that wouldn’t even fit her overnight bag. These two things were probably goes unnoticed for me but definitely not for her. We end up didn’t buy the car becuase it was significantly over-budget but even if it’s was in the budget, we probably won’t get it anyway becuase of the what my wife has pointed out.
The woman influence is interesting isn’t ?
Well, it is, in 2005 it was first time in the history that the women under the age of 30 in major American cities earn more than their men’s counterpart. Women are also hold more bachelor degree’s compare to men at the ration of 14:10. Studies also show that, with the exception of pick up truck, females influence the purchase of more than half of vehicles in the US.
Given that fact, the book emphasize that if you are running a business that connects with people and do not find a way to “communicate” with the female users. Chances are it’s a bad business.
The books are written in chapters, where in each chapter a type of business has been brought to discussion on how it effects on female customers and how things can be improved. Most ideas are focus on “cleanliness” “control” “safety” and “considerateness” .
The book gives us a trend of business practice evolution in various fields such as the change of home design, the importance of new era kitchen, the evolve in role of the bathrooms (and its size) up to the hotel design and alcohol purchase behavior.
I will give you one example which really interests me. We would have been thinking that the consumers electronics business are male’s dominated business right? ......wrong.
the figures shows that half of all electronics purchases in the US are made by female (noted that the trend in US eventually goes global later on). But is the electronics stores female friendly? not really. However, that has changed. Again, studies shows that there is a direct correlation between the success of a store and the number of female employees working on the floors becuase women trust women more and feel less intimidated interact with one. Don’t forget that men buy instruments of technology while women buy instruments of relationship. In most part, the men’s salesman don’t get it.
The fall of Circuit City and CompUSA might have something to do with the change of consumer’s landscape. They failed to notice that the geeky/male version of the store are no longer working with at least half of their prospect customers who wants education, interactions and the sense that she wasn’t on the verge of getting hustled wherever she turned. (imagine walking into the auto-parts section in Bangkok’s department stores)
Best Buy, on the contrary, understood what women want and tailored their business model to comply with it. Salesperson at Best Buy will inform you right away that they do not work on commission basis and if he/she is not available another employee in the store will help them. It takes heat of the customer right away. Best Buy also have what they called a geek squad (I encourage you to google it up and learn the detail of it, it’s very interesting) which will assist the client install, set-up and organized their new purchased electronics. So the client can just sit back and relax, in no time everything will be done like plug and play. No matter how complicated those electronics equipments are.
This book give insights on females consumers on many aspect. Anyway, it need to be tailored to each countries and businesses because the culture are different. The most important things to take of this book is that no matter what business you are in, female-friendly environment is something to be strongly considered.
8.5/10
Cheers!
ไม่มีความคิดเห็น:
แสดงความคิดเห็น