The Female Technology Consumer

The Challenge

Our client – a technology retailer – had identified that their in store experience was alienating for women. Internal thinking and tracking data indicated that women felt uncomfortable in the technology retail environment and did not feel the experience was as relevant to them. Research was needed to understand women’s retail needs and scope out the ideal female shopping experience. This was to feed into a PR story and launch of a female only technology store on Oxford Street.

The Thinking

To collate existing thinking we held an immersion workshop. Attendees include ourselves, the research & insight team, the PR agency, the design agency and a retail guru from Echochamber. We shared hypotheses which were then explored in 12 x 3 hr depth interviews. We spent an hour exploring personality traits and shopping habits before visiting their favourite place to shop and several technology retailers. Photos and video were captured throughout the accompanied shops.

The Impact

Rich learnings, in particular from visiting their ideal shops (typically fashion, not technology) on better techniques for better presentation, positioning and ultimately selling of technology items. We identified ways to story tell and bring playfulness and much more excitement into the shopping experience. This was fed back to the research & insight team, designers and PR team who from here developed the in store look, feel and service experience. This was supported by a 7 minute video montage. The female only store is due to open later this year on Oxford Street.