I’m sure you received those emails about men and women shop differently. But did retailer companies really take the differences to heart?

Most men are definitely more direct—going to the store, with already an idea what to get—than most women who have to check out several stores before deciding on what item to get.

I stumbled upon an article on RetailCustomerExperience.com sharing the seven principles  for marketing to women. Although the article seemingly gives more emphasis on women shoppers, it still discusses the difference between marketing to men and women.

The seven principles are:

1. Pattern, not just point. Recognize that women have the ability to perceive more than the metric of a product attribute or an instance in time; they appreciate the underlying pattern (idea) that gives rise to the fleeting moment.
2. Authenticity, not just immediate appearance. Recognize that persona, biography (or history), and current contingency must all be factored in, and that universal principles underlie particularities.
3. Quality, not just quantity (size). Recognize that for women bigger and more is not necessarily better; and that a steady build is often better than an impulsive response.
4. Connectedness, not just individuals. Recognize that communality can reign over dominance. We are all bound together.

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