This is a model for looking at female brand composition and behaviour based on four components that we know are disproportionately important to women in their purchase preferences; altruism, connecting, ordering and aesthetics.
There are a number of points in the typical customer journey that matter more to women and where focus and development therefore has a disproportionate impact. We have defined these in a model ‘the customer experience star’
Our work across many categories has highlighted the particular importance of five characteristics in developing service that women connect strongly with....
Much of our work focuses on the development of organisational culture and how businesses can become more attuned and adept at connecting with women as an internal as well as an external audience.
As women fast become primary decision makers in categories that historically prioritised men – automotive, technology, financial services, alcoholic beverages, telecoms, DIY, consumer electronics – progressive organisations are increasingly looking to develop brands and propositions that speak convincingly to both audiences. For these organisations, we have a step-by- step ’tool box’ of models to help with the task.
The last ten years have seen huge developments in communications to women – from the brilliance of Boots and Dove through to the recent Femvertising trend. This model codifies a number of key approaches and principles for developing communications campaigns that encourage connection.