It is imperative for companies with e-commerce sites to develop personalized sites based on their unique customer profiles, purchase histories, service histories, and customer surveys. Women are more apt to provide personal information to form a relationship, but there must be a guaranteed trust. Companies use TalkCity to obtain input on new products and services, and Kraft Food utilizes the site for a variety of on-going branding programs. Simply put, women shop differently than men, explained Elizabeth Ragone, E-Merchant at Land's End. Ragone said the women's site is refreshed much more frequently than the men's site because of the way women shop.
Women come to the site to browse, chat, and shop.
Men come to the site knowing what they want, buy the item, and leave. Lands' End also offers an online virtual model, which can be modified to simulate the shopper's own shape and size to see what the clothing will look like on the shopper. Bottom line, the Internet is empowering women. As a group, they are more demanding shoppers and seek more advice than their male counterparts. Online companies interested in engaging the female shopper should create sites where women can exchange ideas and feel respected as a consumer.