Anaheim, CA–Little girls may be sugar and spice and everything nice, but they grow up to be savvy e-commerce connoisseurs. Attendees at Shop.org’s Annual Summit learned what women want on the Web during a session filled with laughs and candid responses from interviews with women about what it takes to capture their attention and money online.
Where a few years ago the Web was a shopping tool for women, it now is a life-management tool women use to research and compare products before making purchases through catalogs, online, or in retail outlets.
For nearly 10 years, Resource Interactive has been targeting what women want, says chief experience officer Kelly Mooney. Through 40 in-depth, videotaped interviews, culling information from the public domain online, and gathering information from 4,000 women on a monthly basis with Big Research, the company has come up with 10 distinct characteristics describing what women want:
*-To see the big picture. They want the store to do majority of the thinking for them by assembling outfit suggestions and other convenience services.
*-To control the edit. They want to search by size, color, and other variables.
*-Details, details, details. They want more information, product photographs, and narrative descriptions.
*-To experience by proxy. They want feedback and reviews from others who own the product they are researching.
*-To pause and play. They want to start shopping online, step away from it to do something offline, and return to the same place they left online.
*-To act on inspiration. They want to shift between channels seamlessly.
*-To be gratified at the point of decision. They want to be told about out of stock items instantly and be given alternatives to those items.
*-Full-service gifting. They want online personal shoppers, and online registries that are available indefinitely.
*-To be remembered. They want a customer profile that includes a purchase history.
*-To feel understood. They want a site and brand to “get” who they are.
The bottom line on what women want, said one woman interviewed, is how much an online retailer invests in its prospective customers. “If you’re not looking out for me, I’m not buying from you,” she said.