More Women Head Online: LeoShe

E-Tailers Must Adapt, Urges a New Study
CHICAGO–LeoShe has advice for dot.coms trying to connect with the fairer sex: “Think like a woman.”
A new study from the Leo Burnett women’s marketing and insight group suggests marketers will have to rework their messages and sites as women become the main users of the Internet for shopping and information, said Denise Fedewa, a LeoShe founder and vice president, planning director at Burnett.
“A lot of companies are starting from the wrong place,” she said.
The study, which surveyed more than 3,000 women online and had others surf the Web, says women will surpass men as the predominant users of the Web within five years, Fedewa said. Accordingly, companies and brands will have to reconsider how their sites are received by women, she said.
“Every company and every brand needs to take a long look at the voice and the path they are using,” Fedewa said. “It’s important to think like the customer does.”
Another recommendation is that marketers become part of what the agency terms a “metamarket” e-commerce community, rather than use a category- or company-specific approach. An expectant mother, for example, is more likely to log onto a site called than search out a specific company, Fedewa said.