US consumer data is showing that men are more likely to look
for sales items and embrace the shopping experience than we might have thought.
Millennial and Gen X men have been brought up in a shopping
centre culture and their social activities often centred around shopping
centres. Global economic difficulties have made price consciousness an
acceptable shopping ingredient even for men and they are adopting some of the
more sophisticated shopping techniques previously associated with women.
A number of US retailers are upgrading their investment on men
shoppers. They often need to adjust their strategies including making shopping
as efficient as possible and removing aspects that might make the process
tedious. For QVM, we may need to make our directory assistance at the market
more sophisticated with electronic touch pads or the like, but it sounds like
the rewards may be worth it at least for this shopper group.