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Who Chooses the Décor for the Laminate Floor?

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07. November 2013 | Women “tick” differently from men, and this affects communication with customers.

When men need something, they prefer to go straight out and buy it. Women go shopping. Clichés like this rarely appear out of thin air; they usually contain a grain of truth. It’s a fact that men and women think, feel, communicate, make decisions and buy things differently. And more than 80 percent of purchasing decisions are made by women. More attention should therefore be paid to the differing consumption habits of men and women: in sales talks, in how merchandise is presented, and in services.

Whenever it’s about building, decorating or furnishing homes, women usually have the last word. That applies to everything from choosing what colour to paint the walls to deciding which building materials to use. Anyone trying to sell these kinds of products ought to focus more on female customers, who are the main target group.

From Unisex Approach to Gender Marketing: How Do Male and Female Customers Differ?

1. Differences in hormones and brain anatomy

Whereas men, fuelled by testosterone, tend to seek dominance, get high on all things technical and make decisions based on facts, women are more likely to be guided by their emotions and a yearning for harmony. Oestrogen and oxytocin (touted as the “cuddle hormone”) make ladies soft and gentle. In female brains, moreover, the regions responsible for bonding, care, and social behaviours are better-developed.

2. Women communicate more

Women ask questions and want to learn a lot about a product, and they appreciate having their interest taken seriously. Providing detailed, understandable answers establishes a relationship with a female customer and gains her trust – which is the best way to close a sale.

3. Personal benefits before technical data

Exactly which advantages would I get from this product? This is one of the main questions that women ask. They aren’t concerned about facts alone, but rather about how they stand to benefit from the information. It’s therefore crucial to translate technical data into concrete benefits. For example, if a prospective female buyer is interested in the wood-fibre insulation KRONOTHERM flex, merely citing figures like its U-value and phase shift probably won’t impress her much. But if you explain that a high phase shift and low U-value protect a building from overheating, that is much more tangible and describes the product’s practical benefits better.

4. Test, test, test

Women want to get a personal impression of a product. They love to test things. Samples for them to try out and touch meet this wish. So why not cover a small area with KRONOTEX laminate flooring? This lets customers directly get an impression of how it looks and how it attenuates room and footfall noise. The KRONOTEX sample fans and KRONOTEX displays are excellent for presenting and comparing the decors of the various laminate floor collections. What counts is not only their appearance, but also how they feel.

5. Satisfied women are the best advertisers

If a woman is thrilled with something she has bought, she tells her friends and acquaintances about it. This has to do with her greater need to communicate. When women are satisfied with a product, they recommend it to an average of eight to ten other people.

6. Women rarely complain

Whereas dissatisfied men are very like to corner the salesperson or producer and loudly voice their complaints, women generally just quietly switch to a competitor without further ado.

7. Women are loyal

When women find a product or brand that meets their expectations, they remain loyal to it for a long time. If it later disappears from the market, they are likely to mourn its loss.

8. Advice is key

Most men arrive at a store having already thoroughly informed themselves and make a beeline to their chosen product. Women, by contrast, still like to be personally advised before deciding what to buy.

Basically, it can be said that men are more focused on things and women more on people. This difference should be taken into account when dealing with customers. It’s important to be thoroughly familiar with your target group and communicate with them appropriately. To finish up, a word of caution: the differences explained here are not absolute. There are of course also women who are passionate about technology and men who have other things on their minds besides cars and horsepower.

A successful product presentation with the installed laminate floor MAMMUT Tower Oak (D 4165). A play corner with the laminate floor DYNAMIC Playground (D 3009) and, next to it, EXQUISIT Major Oak Grey (D 3010) with high-gloss grain.

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