One thing to note is the importance of humor and enjoying the process of shopping not just the transaction in and of itself. See article here.

The biggest reason moms had for clicking the “unfollow” button was that companies were tweeting about things uninteresting to them (67.5%). Tweets with no personality (60.6%) were also a problem, as was too-frequent posting (55.4%).

I learned this when executing a successful marketing campaign for an automotive classified website trying to target the ever elusive female segment.

The process of shopping for a car tends to be a tedious and, at times, intimidating process for women. When I introduced a personality quiz to psychologically profile women, and suggest a car to buy, I received feedback from women participants saying this put fun into the process.

Of course, my best use case involves buying my wife a gift certificate to Ann Taylor. More than the gift itself, it is the shopping process that transforms her. She can shop for hours, knowing she can bring the cloths back later if she wants and start the whole process over again. The gift means nothing next to the experience of being in the shop.

Rick S

MyCMO, Director