My Quote In NYT: On Retail Developers Wisely Talking To Women
Especially in an industry is rooted in the construction and building industry (where bigger and more imposing have long been "better"), it can be hard to even wrap your mind around how the consumer actually experiences the space. Imposing structures do not inspire a lingering shopper - who knew?
So, as reported by Sana Siwolop in today’s New York Times ("What Do Women Want? A Developer Asks, Then Listens") retail/mixed-use developers are starting to get the hang of this "talking with women" thing. That’s the only way to move forward and reach the women who are shopping in those developments today. As I say in the piece:
“Developers, in too many cases, are still focusing on data points and demographics, and keeping shoppers at arm’s length, which can make it easy to fall back on to gender stereotypes."
The insights that companies like Trademark Property (full disclosure: they are a client) are now uncovering, in terms of really engaging with their women’s market, will also help other traditional industries that may be stuck in their patterned ways of doing business.
Take a look at this clip and you should see that all the things women said they wanted in a retail development make for a shopping experience that anyone would love:
"Soon after the company began working with the women in Allen, it discovered that they wanted something different from what it had built in the past. They favored buildings that were both less prominent and less formal. They also wanted more abundant landscaping, curved streets, meandering pathways, more parking options and a community fireplace, which they regarded as the kind of a flourish that might be found at a resort.
Instead of formal 40-foot-tall fountains, large pieces of abstract outdoor art and drab pedestrian walkways between parking garages and stores, they wanted “calming” water areas, interactive art that children could climb on, walkways that were visually appealing and an abundance of outdoor restaurant seating. "
Wise moves from developers, indeed.
July 10th, 2008 at 9:23 am
Nice quote in the NEW YORK TIMES!! Awesome!