What do women in eCommerce want? This was one of the focal points of the recent Exceed 2012 conference. Those who had expected practical advice have surely been disappointed. However, this has not been the purpose because today's websites cannot be readily turned into good shopping sites for women. And those who try most likely will get only get mediocre results.
In order to also provide an adequate shopping experience in the online world, one would have to approach the subject from completely different angles. This is the reason why the panels and interview at Exceed 2012 could at best provide ideas and suggestions. Those who listened carefully, however, could get a taste of what really matters:
Julia Derndinger, CEO of Imedo (left) said: "We already have everything new need, so you'd better work hard!" Delia Fischer (right), founder of Westwing described how she uses her imagination while shopping and how she would "like to picture herself in the shoes" she would like to buy. At Westwing she made sure that women get an impression of how the product appeared. And Bellegs founder Daria Saharova spontaneously invented the concept of the "digital prosecco" that should sweeten the shopping spree.
Roman Zenner has asked the three of them for a joint interview:
At the end of the day it's not really the functional elements or the technical solutions which make for an enjoyable shopping experience. Instead, a lot of "soft" and implicit factors matter and decide if and how an offering is working.
This is the reason why the term Gender Innovation fits so well, because eCommere for women is not simply an optimisation task. Rather, it's all about completely reinventing eCommerce for women. Until now, the figures only show that currently we are barking up the wrong tree. At best, there are little hints as to what the development could look like. Accordingly, everybody who tries to seriously work in this area faces an exciting and challenging task.
We know that for women the social factor plays a far more important role. It's even probable that after iPhone, iPad, Kindle & Co. we need yet another new type of device before this area can really take off and women develop a passion for online shopping which matches the more traditional variants.
Until now, eCommerce for women works in those cases where women shop in "male mode" and know exactly what they want. Those, who are really successful with women, however, use completely different mechanisms.
Our thanks also go to Beate Rank from Rakuten, Annemarie Grund from Baby Basket und Sabrina Schönborn from SugarShape for their input regarding the "Women in eCommerce" during this year's Exceed Conference.
- Exceed 2012: E-Commerce-Frauen, vereint Euch! (German)
- Citrus Lane, Plum District, Julep und mehr Ideen für Frauen (German)
- Gender Innovation: Wer knackt den Online-Code der Frauen? (German)
- Was die Modebranche leichtfertig an Online-Potenzial verschenkt (German)
- 24-Hour Shoppers: Understanding Online Shoppers in Europe (German)