What women want, and why you should listen
What women want, and why you should listen by Eva Dave
Would you like to attract clients with high disposable income, who are happy to spend and tell all their friends about you?
Then look no further than the 45 plus female ….
“Women have more financial power than ever before, with more than 60% of the UK’s wealth expected to be in their hands by 2025.” Karen Frank, CEO OF Barclays Private Bank and Overseas Services
Women over 45 not only have more spending power than ever before, but they also make or influence 80-85% of all household buying decisions.
Meaning, they have a high level of disposable income and they are happy to spend it!
An optical practice’s dream client- you would think!
Not according to my research, which would seem to reveal that very few opticians actually want to sell to them!
Here’s just a few of many similar comments that women have shared with me in my research:
“I was always settling for “it’s okay”, but.. with most high streets and other independent opticians, there’s just no wow factor. It’s like we are not meant to be noticed at all.”
“You absolutely expect the fit and function to be right, there’s nothing special about that. But why shouldn’t we feel beautiful too? Most opticians just don’t seem to care about this.”
“At most opticians you are just left to choose pairs you like. Sometimes you get the opinion of the staff but there is never any helpful, professional style advice to assure you that you are making the best decision. It’s actually really stressful.”
Style Optique Survey responses 2020
And it’s not just our industry that leaves women feeling disappointed. A comprehensive study of over 12,000 women reported that very few companies have products or services that really meet their needs. In particular healthcare – along with clothing and accessories brands – were named as a big source of frustration for 45 plus women.
“91% of women feel that advertisers don’t understand them.” Yankelovich Monitor and Greenfield online
So where are we going wrong?
The way these women buy, what they expect from you, and how they make decisions, is very different from men or younger consumers. They operate under a completely different set of rules.
Yet many practices, and indeed businesses, approach selling and serving all clients in exactly the same way.
And it’s the high spending females who are left feeling frustrated.
So what exactly is it that she wants?
The Wunderman Brand study of 10,000 women revealed:
“A woman expects different things than a man. The brand she uses must not only perform the way she wants it to, it must treat her the way she wants to be treated, on her own terms, to give her a sense of community and make her feel as if she’s part of something special.”
So to sum it up, she wants a rich emotional and meaningful experience which stimulates her senses. She wants you to offer her something out of the ordinary, something which adds pleasure and fun in her journey of seeking her perfect eyewear. She also wants to feel a part of something which makes the world a better place.
And when she gets it, she’s prepared to pay for it with her money, loyalty and impressive word of mouth marketing!
Do you feel your optical practice lives up to the needs and expectations of the world’s biggest spenders?
Over the past 4 years, through our personalised Eyewear Styling Consultations, we designed our practice experience to meet the neglected stylistic and emotional needs of the 45 plus females.
And our business has transformed!
In fact, not only did it give our practice a greater purpose – to make people feel special and make a difference to their lives – but our dispense value, referral rate and turnover grew significantly, not to mention the volume of super delighted clients!
“Wow, what a friendly team! Nothing was too much trouble. The whole experience makes you feel so special, with such attention to detail and you do not leave until you are 100% happy. I absolutely love my glasses, they are stylish, sexy and lots better to see with than anything I’ve had in the past. No more headaches! Life- changing in every way- can’t wait to go back and choose some more – I’m now addicted to glasses from Style Optique- thank you guys xx.” Lorraine H
As soon as I stepped inside, I knew this was going to be an amazing experience. Eva was fabulous, the level of customer service was effortless, nothing was too much trouble. I’ve been trapped in high street optician frames for far too long and knew I needed something to match my personality and reflect me as a person, and boy did they deliver! I know I have undoubtedly found an opticians with which I will return to again and again. Thanks Eva and team you made my day! The gift bag of wonderful goodies was the icing on the cake of the whole experience xx.” Hayley M
Style Optique testimonial samples
When you meet the needs of women, you exceed the expectations of everyone else!
But one of the BEST things we discovered about designing an experience which catered to women’s needs, is that we exceeded the expectations of our male and younger clients too!
And after a little digging around, I realised this outcome was NOT something that was specific to me and my optical practice.
Research undertaken within multiple business sectors, namely some big hotel chains and airline companies, also revealed that higher satisfaction was reported among everyone when the needs of women were met.
Appealing to women is a winning strategy for Optical Practices.
If you want to learn more about “what women want and why you should listen” join me at the SightCare Conference where I will be discussing:
- How to become female literate and fulfil your business potential
- Understanding women’s deepest desires, so you can create an exceptional experience and curate inspiring collections.
- Motivating women to buy multiple pairs through a fun, collaborative Eyewear Styling Process and understanding their unique decision making processes.
- How to maximise your new client referrals through the power of women’s word of mouth marketing
- Learn what really disappoints these women, so you stop losing your most valuable clients
You can learn more about What women want, and why you should listen at our SightCare conference – secure your places for our conference here.