ONLINE FASHION SHOPPING SITE

On finding that 90% of their shoppers were women, the CEO of an online fashion shopping site wanted to find ways to drive more male traffic to their site. Rather than just throwing all sorts of things up on their website to see what would stick, he knew he needed answers to critical questions. What kinds of sites are men shopping on? Did men actually spend less than women online? Should they even bother with guy shoppers when it was common knowledge that women enjoy shopping more than men? Should he try to court a niche or go bigger?

 

Looking at numbers from several market research studies, he gleaned that men want an entirely different online shopping experience than women. Men shop differently; they spend more money in less time than women, and want a more streamlined site. The CEO became more confident in his decision to target male shoppers and was able to devise a better strategic plan for their shopping site.