Women 'smarter' shoppers than men says report

12th March 2018

Women are smarter shoppers than men, saving on average 7 per cent on items due to a preference for discounted items, according to figures from relationship marketing platform Optimove.

“There has been a longstanding assumption that women will pay more than men, and with many retailers recently sticking a higher price tag on Valentine’s cards addressed to “husbands”, it is clear that this notion still exists,” says Optimove data science team leader Roni Cohen. “However, research from Optimove demonstrates that this is far from the truth. In fact, women are without a doubt the savviest shoppers, favouring discounts and remaining loyal to retailers which increases their chance of personalised rewards.”

The company’s research finds that women are more likely than men to return to retailers after their first purchase, but that they like a reason to remain as loyal consumers.

“Engaging female customers with personalised offers and rewards, such as birthday gift vouchers or offering free delivery as part of a VIP service, is a great way to provide the treatment they deserve. If customers aren’t treated exceptionally - regardless of gender - they will inevitably go elsewhere,” say Cohen.