Ok, it wasn't hell. But it certainly wasn't heaven; it was something in between. I was shopping for a new digital 'point and shoot' camera. Like many women, I didn't have much time to research different options online (Lady Geek research found than men research technology purchases more than women) so, like most female shoppers I came to my "retail experience" with no preconceptions. Since it was the only shop likely to be open on a Sunday morning, I went for Curry's.
I wanted a camera indulge in my fantasy of being an undercover researcher. I told Vinesh, the shop assistant, I needed something small within the £100-150 price range, light and easy to use. Vinesh was quite informed and didn't make me feel dumb or 'female', explaining that the type of lens was more important than the pixels. He showed me the Panasonic Lumix and the Sony CyberShot - The obvious choices - the most reputable brands.
Vinesh failed to ask me a fundamental question: whether I wanted to use the camera mainly indoors or in sunlight which I think is pivotal to anyone's choice when buying a camera. I told him I'd heard about Fujifilm's cameras being particuarly suitable for the kind of indoor photography that interests me.
He agreed; I ended up buying the Fuji.
I received my camera in a drab box.
I rummaged inside the box for the soft-case so I could at least protect my exciting new purchase. I was dismayed to find out that having paid two hundred quid for a camera it did not come with the most essential of accessories. I felt let down. It was as if I had just had a trip to the dentist. I was relieved it was all over. It wasn't exciting. It certainly was not fun.
Compare this to the buzz I got when I bought a new dress the week before. I could hardly contain my excitement in the shop. I felt like a small child in a candy store. I got a posh bag. My dress was wrapped in tissue paper and smelt expensive. I even got a free magazine for 'valued' customers. It felt luxurious.
I love my camera. I love what I can do with it. Its seems pretty intuitive to use. My excitement comes from using the product. But what could have been an 'experience' to be enjoyed and savoured post-purchase was one easily forgotten.
If tech brands are asking women to divert their spend to technology, they need to provide a sensual, tactile and intimate experience with marketing that appeals to their senses as well as their purses.
Part of this is the whole experience, which includes not only the retail environment but the unveiling and ritualistic opening of the product when you get it home and peripherals are a big part of "making something my own" for women (The Japanese are particularly good at recognising this market.) So whilst I won't rush to go technology shopping for a while, I am keen to get taking some good pictures for this blog.
I think this is where Apple hits the nail on the head. All their products are so well packaged without it feeling fussy or overbranded. They look neat and chic and I certainly feel like I have purchased something luxurious.
I know exactly what you mean. I often dread technology shopping. But I actually love technology. I wouldn't call myself a lady geek but I love my blackberry, bluetooth headphones and internet radio. I just hate the way that so many male assistants make me feel dumb and speak SO slowly to me.
I'm guessing the case is one of those jolly extras. Look I researched it for you, prices start at just £4.99! www.comparestoreprices.co.uk/.../fuji-camera-cases.asp
Totally agree with Emma about Apple. They are just great at expressing their brand in every touchpoint. So maybe it isn't about gender, but about a luxe experience for all users. I might guess also that the enhanced dress example Belinda mentions was due to the retailer rather than the manufacturer. So an opportunity for Curry's as well as Fuji.
Agree that Apple have got it right. They seem to be the exception rather than the rule. With the exception of Sony and Apple, few tech brands seem to understand the importance of the retail experience. It is definitely an opportunity for the manufacturer as well as retailer. My research has highlighted women and men's expectations of the retail, product and marketing are very different when it comes to technology.
How do you buy technology? Whats important to you?
gordon-that case is not luxurious!!!!
As a longtime MacTard, I rarely buy non-Apple. But I did also buy a camera last month at retail (v online) and loved that I was the store owner's customer of the day only because I knew what I wanted (features, not brand) and spent $500+ in 5 minutes. So I guess what is important to me is finding a product that meets my personal specs.
Stop wasting money on useless unecessary TAT !
Don't you know there's a bleedin' CREDIT CRUNCH on, Missus ?
Tsk !
Belinda Parmar
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Last login: 18 Nov 2009
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