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Online Shopping War: Men Vs. Women

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Apr 18, 2008 12:00 am US/Central

Online Shopping War: Men Vs. Women

Reporting
Ginger Allen
DALLAS (CBS 11 / TXA 21) ― Watch out ladies retailers are going after a whole new set of shoppers on the Internet.

They're going after your men!!

Scott Schultz loves a good bargain but doesn't spend hours browsing the stores to find one. Everything he needs is just a few clicks away … fast, easy and functional.

"I don't spend a lot of time when I'm shopping, it's focused on what I need, and I know exactly what I need," the shopper explains.

Focused and decisive.

Retail analysts say that seems to be the mantra of guys who make a buy online. In fact, in some cases men make better online shoppers than women!

Research shows what a lot of women probably already knew about their men:
  • Guys they tend to make shopping decisions faster
  • Retailers say they also return 10 percent fewer items
  • Men spend $900 more per quarter on average.
"Retailers who have products that they are --  that men -- are interested in, will absolutely want to tailor experiences to their sensibilities," explains Patti Freeman Evans with  Jupiter Research.





And that's exactly what's happening. Top retailers  are redesigning their websites to attract and keep those lucrative male customers. Banana republic is using moving models to show off  how their pants fit ... Won't find that in the women's section. Saks and brooks brothers now make images load faster to keep up with men's need for speed. "fast" is important to scott…

"Who has time anymore? I mean, if you're not working, you're busy with your family, or if you're not with your family, you're trying to get other things done," admits frequent online shopper Scott Schultz.

At Dallas-based Neiman Marcus, the online men's section now features more items and is easier to navigate.

"We added a tie shop where you can move back and forth and see ties, very similar to a tie table," boasts Gerald Barnes with Neiman Marcus Direct.

Barnes says the changes are getting results.

"We can tell that they like it because the areas that we've directed attention to are solidly ahead."

Analysts expect to see more sites catering to the guys who are look for dependability.

"Men tend to be a little less trusting of sites and the information that they are finding on Websites and so they tend to look around to validate information," Evan says.  "So retailers, if they can, offer their own information. That, that could serve men better."

Anything that can serve Schultz better is fine by him. Although he's already pretty happy – giving his online shopping experiences an 8 out of a possible 10.

Finally, it's not just online that retailers are aiming for the male shopping experience. This spring, Neiman Marcus is sending out its first catalog ever designed exclusively for men.

(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)

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