We have been tracking shopper reaction to and engagement with discount vouchers by gender. Males react  differently to females. Those who will use the voucher tend to want to spend the money on the voucher right away. Knowing this is helping us with near to the counter product placement as male shoppers tend to be lazy.
In addition to placement is the pitch of how they can spend. For example, a guy with a voucher for $1 might say what can I get for $1 and I’d say – put it toward a magazine you don’t usually buy. Some go into the magazine department and do just that. Suggesting how to spend the money works!
Suggesting items guys can buy with a voucher is key – BUT the items need to be things they have to give us more money for, beyond the voucher value.
Guys shopping with their wives and girlfriends are a treat to watch as there can be a fight as to who gets the voucher. The banter is fun for us and for them – connecting our shop with a good experience.
Discount vouchers are continuing to drive excellent results for us – deepening baskets and bringing shoppers back more often.
The key to success continues to be how it’s pitched to customers and how you setup the store with opportunities for spending the vouchers immediately.
These comments could relate to any voucher created with any software or even created without a computer system.
I don’t know that its necessarily laziness that makes us blokes bad shoppers. Perhaps we just don’t get as much enjoyment from shopping so getting it done quick is the best way to get it over and then we can get on to something we want to do.
I like that explanation Steve.
So do I……….. 🙂
OK enough of this boys club (too much for a sunday morning) for a female perspective on reality. Yes you guys are lazyish shoppers, no doubt but it is selective laziness (just like your selective deafness and selective memory loss) apparently if its a hardware store/ auto shop/ or any other shop in which you are interested you are quite capable of spending ridiculous amounts of time – often hours infact, to find just the right thingy and…. if there is another bloke to talk about the thingy with all the better and more time spent…
I find that often the “lazy” male shopper who just wants to get it over and done with is putty in my hands, I just love making great card and gift and lotto suggestions to the bloke in a hurry !
Michelle – love it! h – keep playing with that putty!
Its not laziness, just better things to spend their time on – sport, sport and more sport.
Seen or heard the Fox ‘simply obsessed’ advert?