They have more patience in hunting for the best deals, which they bring home like a trophy. Well, that too is a bit of a myth. Usually it is inadequate or condescending sales staff that sends them fleeing from a store. But they do want the manufacturer to explain concisely what a product does - and to a certain extent how it works. Some women are more open to technical background information, but you have to steer clear of overselling.
Women are leery of pumped-up promises.
I don't think CE should necessarily approach them differently on everything. What is more important is that all consumers would like to be approached in more everyday terms. At the moment, a lot of information is too technical for both genders. However, that still leaves room for maneuver in other areas, as experience at Philips' Portable Audio business has shown. Inspired by feedback from U.S. retailers, Jan Eggebeen, general manager of Product Strategy and Creation for the group, changed several features of the AZ1100 portable stereo, also affectionately know as the Bambino.