Sunday, May 25, 2008

Best Buy Marketing to Women


Best Buy reviewed its customer database in 2004 and found that women -- mostly suburban moms with kids aged 6 to 12 - bought over 40% of its products.

To cater to their female consumers, their stores now have personal shopping assistants who don't talk in geekspeak. Best Buy is adding softer lighting and multiple hues to its basic blue and yellow colors. In their home-theater station, customers get a feel for the system in a nonthreatening environment where a sales associate can explain all the features from hardware to content.


Stephanie Holland is President and Creative Director for Holland + Holland Advertising. Working in an industry that is mostly dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers helping them successfully market to women.

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