Women influence the vast majority of household purchases and are poised to control 75% of discretionary spending by 2028. Yet, many businesses fail to cater to this influential demographic effectively. In this episode of The Small Business Show, keynote speaker and author Katie Mares breaks down why understanding and enhancing the female customer experience is not just good practice—it’s a game changer for business success.
Katie Mares, host of The Ladies Take Control podcast and author of Custom Her Experience, emphasizes that women are the world’s most powerful consumer group, influencing $43 trillion in annual spending. However, businesses often overlook their unique expectations, leading to missed opportunities.
Mares explains that the key to attracting female customers lies in understanding their psychological and emotional needs. Unlike men, who typically prioritize efficiency in purchasing decisions, women seek a hedonic experience—one that engages the senses and fosters an emotional connection. Elements like store lighting, scent, product presentation, and even the quality of restroom amenities shape their perception of a brand.
In addition, Mares believes businesses need to train employees to acknowledge and engage with women as decision-makers, particularly in male-dominated industries like automotive sales.
Creating a workplace that attracts female employees is just as critical as crafting a customer-friendly experience. Mares points out that women prefer to do business with companies where they feel represented, making gender diversity within an organization a crucial factor in winning female loyalty.
She also highlights a persistent confidence gap, noting that while men often apply for jobs when they meet just 60% of the qualifications, women tend to wait until they are 100% confident. As women continue to outpace men in education, she predicts a shift toward greater female empowerment in the workforce.
Looking ahead, Mares teases her upcoming book, focusing on strategies for attracting, hiring, and retaining female employees while boosting revenue. She believes that businesses that embrace gender diversity—both in their workforce and in their customer experience—will have a competitive edge in the evolving marketplace.
“If you build the experience for a man, you lose her. If you build an experience for her, you keep him.” – Katie Mares
