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A major discount retailer found that female customers represent over 60% of all purchases, and enjoyed a 15% annual growth rate. But its growth could have been 3% higher had there not been a deterioration of how females were perceived in the advertising.

-Sales growth among female customers has been 1.5 times their male counterparts.

-Female buying power makes it critical to understand what marketing levers drive them to buy, and any issues that might prevent Genesis Stores from maximizing sales among these important customers.

Market Mix Model - Impact of Gender Bias