US consumer data is showing that men are more likely to look for sales items and embrace the shopping experience than we might have thought.
Millennial and Gen X men have been brought up in a shopping centre culture and their social activities often centred around shopping centres. Global economic difficulties have made price consciousness an acceptable shopping ingredient even for men and they are adopting some of the more sophisticated shopping techniques previously associated with women.
A number of US retailers are upgrading their investment on men shoppers. They often need to adjust their strategies including making shopping as efficient as possible and removing aspects that might make the process tedious. For QVM, we may need to make our directory assistance at the market more sophisticated with electronic touch pads or the like, but it sounds like the rewards may be worth it at least for this shopper group.