They Represent ~20% of Your Potential Clients
I’m not sure who first came up with the idea of trying to understand how women shop, but I like to think the process began with David Ogilvy, the legendary ad guru, who had the guts to tell arrogant advertising creatives in the late 1950’s:
“The customer isn’t a MORON, she’s you’re WIFE.”
While men once were the decision makers in financial matters, in today’s environment, this no longer holds true. Women, and in particular, single women, make up a large and growing segment with significant buying power and specific marketing needs.
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