Save the Internet access, auto dial, memories, etc. for the next man that walks up to the counter. Another idea would be hiring female sales associates in auto parts, tech stores and other outlets that seem to have male dominated sales staff. Women react positively to this and would be more likely to talk to a female associate and make a purchase. Why We Buy The Science of Shopping talks about gasoline stations. Gas stations persist in displaying the price per gallon, down to the tenth of a cent .
Gas is gas .
But clean bathrooms would draw female drivers, who make more use of facilities and so have more bitter complaints about horrible, filthy conditions . No woman is going to sweat a few pennies in gas price if she is cared for otherwise. As you can see the shopping experience as viewed by a man or a woman can be quite different. The smart associate, manager or owner who takes the time to become aware and cater to them will not only help sales, but also develop loyalty and repeat customers. Ben Gruda is past president of the Academy of Pharmacy Practice and Management of the American Pharmaceutical Association, past president of the northern New York Pharmacists Society and is a registered pharmacist at Eckerd Drugs, Potsdam.