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Before Women Go Shopping, They Go CROPing

If you’re really dying to know what sways a woman’s buying decisions, look around. Who is she interacting with? Ads? Celebrities? A survey by Ketchum, a leading global public relations firm, revealed that 91 percent of women 25-54 look to friends and family to help them narrow down their brand decision of consumer-packaged goods, consumer electronics or food.

CROP ‘Till You Drop
“Before women go shopping, they go CROPing, looking for CRedible OPinions,” maintains Kelley Skoloda, Partner and Director of Ketchum’s Global Brand Marketing Practice. ” They cut back on research time by consulting with close friends and family, as well as experts, web social networking, local news and magazines. The Ketchum survey results were presented during the second annual M2Moms (Marketing-to-Moms) Conference, which focuses on growing business in the $1.7 trillion mom market.

As we all know, women constantly prepare for the multiple dimensions of their daily lives and mentally juggle an array of work, home and health matters. And because most women research before buying, the use of CROPing to inform buying decisions enables them to save precious time.

Gain the trust of one woman and you gain the trust of all who trust her.

Here are just a few of the survey’s key findings:
• Three of four women say that consumer-electronics shopping is “very” or “somewhat”  easy, but some aspects  frustrate them. Forty percent get frustrated when talked down to while shopping for consumer electronics.

• Seven in ten women do research before making big purchases (72%), but only 35%
buy on impulse. A quarter of women say they are the first to try new products and services.

•  Eighty percent of women surveyed feel that being healthy and having healthy children (82% and 81%, respectively) are the top qualities that define success. Other leading factors include having well-adjusted children (79%), living in a nice, safe community (77%), not having debt (77%) and having a strong marriage (77%).

So what does this mean to you? Research shows that less and less women are perusing the shopping malls. And even when they are watching TV or cooking dinner, they are simultaneously online. Connect with them. Gain the trust of one woman and you gain the trust of all who trust her.



Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

3 Responses

  1. I imagine good product reviews are all the more valuable for companies (to compete effectively) today than ever before.

    Good stuff. Thanks.

  2. […] but she is very detail oriented as she narrows the field. “Before women go shopping, they go CROPing, or looking for CRedible OPinions,” maintains Kelley Skoloda, Partner and Director of Ketchum’s […]

  3. This piece was spot on. Great job. Love RT’ing your stuff. 😉

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