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BizReport : Ecommerce archives : January 03, 2012

Samples still go far with female shoppers

When it comes to engaging female consumers, smart ad money is being spent in social media, but a new report warns brands not to forget the old stand-bys. Specifically free samples and peer reviews. New data from Total Beauty Media Group finds that even as women become more engaged with social networks, they're still influenced by samples and peer reviews when it comes to new products.

by Kristina Knight

"The beauty and health product category releases more than 3,000 products each year. 80% are being sold in mass channel retail locations where there is little guidance, which is a great learning for many marketers who want to fine tune how they market to women," said Emrah Kovacoglu, Founder and CEO of Total Beauty Media Group.

How important is research to the purchases of women, in general? The report, Get Added To The Shopping Cart: How Brands Can Better Engage Women Researching Products Online, indicates women spend 20 minutes online researching products for shopping trips with most (66%) searching for brand-specific products and 27% searching sub-categories for details and information.

According to the report:

• Women spend 50% more time with product-related content that includes reviews and ratings
• When starting to research products 66% of women are brand specific
• 32% of women said free/trial samples push their purchase intent

"We conducted this research to provide brands with a deeper perspective on the mindset of the female shopper as she's crafting her shopping list, since that's a critical point at which her purchase intent can be influenced," said Kovacoglu.

The study also found 84% of women will recommend a brand after trying a product and 80% will talk about the brand in their online communities. And don't forget those coupons. Of those surveyed 74% said they would try a new brand if a coupon/promo code is offered and 62% said they would likely switch brands because of a coupon.

Tags: ecommerce, ecommerce advertising, ecommerce content, ecommerce trends, female shopping trends, Total Beauty Media Group

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