Called "housewife under 50" until 2015, the woman is today in marketing jargon the "main responsible for household purchasing" (PRAF). If the gender is deliberately absent from the denomination to "spare" the sensitivities, the fact remains that the Main Purchasing Manager of the Household is... A woman! From everyday purchases, to historically male ones such as financial management, computer products... up to the so-called "engaging" of a property or a new vehicle, they compare, analyze and decide. Discover how to communicate with this ultra-informed and demanding strategic target and build a lasting relationship thanks to the mail media! The housewife has done her time, place to the E-mum!
While the majority of women are now working (more than 80% of women aged 30 to 50 are active according to INSEE), they are still in charge of the smooth running of their homes. 93% say they are responsible for the family's purchases(1). And devote every day nearly two hours more than men to so-called domestic tasks: cleaning, cooking, children... (Sources INSEE 2016)
Between professional life, leisure and family, today's woman is on all fronts. To make her shopping time profitable and keep time for her hobbies, the housewife 2.0 is hyper connected. Renamed E-mum for the intensive use of the internet in its buying journey, it informs, compares and reads reviews before deciding to buy. When she is not buying directly, she is the prescriber of purchases within her household. We are far from the iconography of the interior woman in apron dear to the advertisers of the 50s ... E-mums prefer printed mail media...
Paradoxically, if e-mums are major users of the Internet, they have a clear preference in advertising for printed advertising mail. 69% of them think that a company that writes to them on paper inspires more confidence than one that communicates by email. 72% want to go to the store and 63% want to buy a product or service after reading a printed advertising mail. Very sensitive to promotional offers, they seek to find the best price. A printed document presenting a mix of product / price information will therefore be very well received.
... in all its forms
More than 60% of women like catalogues, brochures, leaflets and flyers received in mailboxes. Catalogues and brochures are preserved, read, re-read, annotated to serve as inspiration and trend book.They appreciate these supports that show products in situation, are rich in details and useful information. In the case of flyers, they like to be informed about promotions, news and special offers in real time. (source Mediapost October 2016) How to communicate with women?
Women are looking for information and promotions to find the best product at the best price. A home-based medium with a sample with product information and usage tips will be especially effective if the targeting is good. Seasonality, holidays and birthdays are key times to take the floor to recruit or reward with promotional offers. The key moments in a woman's life (moving in with two or in a shared apartment, getting married, having a child, changing jobs, retiring...) are also strategic to create a personalized and lasting relationship with E-mums. Because their desires, needs and expectations are evolving. And offering them offers in line with their interests of the moment is a guarantee of loyalty. Very sensitive to personalized attention and novelty, they appreciate invitations to come and discover a new product, a new place, a new collection. (Sources Womenology 2016) La Poste solutions to talk to women
In summary, women use multiple points of contact in their buying journey, to inform themselves, compare, read reviews before deciding to buy online or in-store. Carriers of product information, promotions, samples or personalized attentions, printed materials received in mailboxes are particularly appreciated in conquest as in loyalty.
Swiss Post has many targeting and sending solutions to win over and retain the female audience. To introduce your offer to your future customers responsible for household purchases, La Poste offers Ma Box Evénement, a fully customizable Box that can contain samples, trial doses, invitations or information...
More information here: http://solutionsmarketing.laposte.fr/box.phpThanks to Augmented Mail, your mail is enriched with additional content and becomes a gateway to your online store. Learn more http://solutionsmarketing.laposte.fr/courrier-augmente.php
(1) KR Media Link Shopper study, 2017.
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