As we finally totter into official recession, it’s time for marketers to really show what they’re made of.  This is good news for creative types whose work generally blossoms under pressure – and, unlike banking where nearly twice as many women as men have been made redundant in the last quarter, it’s probably good news for women.  I shall explain...

I believe that shopping centres and retailers must now concentrate even more than ever before on understanding their core consumers.  Going way beyond basic demographic profiling and into the realms of what makes these elusive and fretful consumers happy, sad, inspired or angry, why they shop, what makes them laugh, why they cry and, crucially, how they are feeling right now.  Only by understanding can we all empathise, emotionally connect and, ultimately, communicate.

Surveys keep us in touch, but more important – and more fun all round – is to employ people who love shopping and speak the same ‘lingo’ as target consumers.  If effective marketing basically amounts to having a one-to-one conversation, then it makes sense for two people with a shared interest to chat about their favourite subject – and their chosen subject just happens to be this ferret’s clients’ business! 

Most of my 29 fellow Toolbox-ites are women. As a rule, women like shopping, they’re good at keeping in touch and they appreciate a good chat.  Research has shown that 80% of every family’s buying decisions are made by women¹, and that women’s shopping is much more relationship-driven than the male attitude to shopping as a simple transaction².  So when it comes to talking about shopping, a 25 year old woman has heaps more in common with a lady of, say, 60, than she does a 30 year old man. 

Some good news for girls then – and for men in touch with their inner-shopper, obviously.   Whilst the economy continues in its current vein and as the need to ‘communicate with’ as opposed to ‘talk at’ grows ever more and more important, efficient, spread-sheeting, ex-bankers probably need not apply.  What we need are empathisers, talkers, communicators...  (ie girls.  There, I’ve said it!)