Sometimes, gender is a helpful indicator of what type of content a consumer would be interested in. If your customer is a woman, often it makes sense to send that person content that highlights the women’s section in your catalog.
But other times, it's not that simple. In some cases, men’s content performs better among women than even men.
In our time working with fashion brand Neiman Marcus - a brand whose majority of shoppers are women - we found that if someone’s first purchase was men’s boots, the piece of content most likely to convert on a follow-up purchase was based around women’s purses.
Most of us would think that sending more content in the same section of the catalog would increase the chance of a conversion, but that isn’t necessarily the case in reality.
One thing that he mentioned was that he has had a similar experience, where sending men’s content to women provided a greater ROI than sending that same content to the audience for which it was originally created.
He mentioned that he also found that almost 50% of the time, women are shopping for men. It’s clearly not as simple as just segmenting your audience based on gender and blasting them with content geared toward that specific customer’s gender.
Some other topics discussed by host and Coherent Path CEO James Glover and Joe in the newest episode of Coherent Thoughts include:
- The relation between personalization and a marketing experience
- The importance of addressing the needs of niche audiences
- The value of machine learning in personalization
- Personalization’s value in the consumer’s eyes
- The importance of catalog exposure
- Privacy and a cookie-less future
Listen below or on your favorite podcast app. If you enjoy the episode, please leave a rating and subscribe for future podcasts.