What are your intentions? (Or why it’s important to find out hers.)

By Brenda Laguarta

Ah, it’s a question that has been asked ABOUT women (or for women?) for a long time, dating back to when fathers asked boyfriends about their intentions for their daughters long before a marriage proposal was discussed.

But today it seems that it is the women asking themselves questions.

The more we get to talk with women about different companies’ or brands’ efforts to appeal to them, the more we find out it’s the little things that seem to make the most difference – those things that aren’t mass advertised or mass-messaged, but rather experienced as a shopper or a loyal consumer.

For example, women cite a friendly, pleasant face in a retail store as a break in the tedious shopping experience.  Or gush over a very helpful employee who showed them the way instead of pointing them in the proper direction.  Or better yet, helping her to avoid a wasted or incorrect purchase by asking her what HER intentions were for a specific product.  Small steps, but these actions show thoughtfulness for her and caring about making sure the experience was a successful one.

So it seems it’s an important questions for brands and retailers to ask themselves…“what are our intentions for our customers?” and then move all marketing efforts toward those intentions.  In our conversations, we usually hear the women talking about the little things that create the total “picture of intentions” that add up to big loyalty and get her talking, or send her to another retailer or brand.  Because let’s face it, if women know your intentions, they can make a more informed choice and are usually more likely to say “yes.”


2 responses to “What are your intentions? (Or why it’s important to find out hers.)

  1. I have to agree with you in that it’s the little things that matter most to me and it all boils down to my overall customer experience. How you treat me is a huge factor when considering if I’ll become a loyal customer and grab the phone and tell my sisters and friends why they should become customers too. Thanks for sharing your unique perspective.

    • Thanks for the comment, Donna. I think you articulated what many female consumers feel – we want companies to make us feel valued, appreciated (sometimes, just seen) and those are the ones we are loyal to and go back to.

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