A major discount retailer found that female customers represent over 60% of all purchases, and enjoyed a 15% annual growth rate. But its growth could have been 3% higher had there not been a deterioration of how females were perceived in the advertising.
-Sales growth among female customers has been 1.5 times their male counterparts.
-Female buying power makes it critical to understand what marketing levers drive them to buy, and any issues that might prevent Genesis Stores from maximizing sales among these important customers.