Attracting Male Shoppers with Beer and Pizza

One way to overcome a man’s dislike of shopping is to create a “shopping experience.” GSB associate professor of marketing Jean-Pierre Dubé notes that the trend is limited to high-end retailers. “It doesn’t make sense for stores who compete on price to “invest in creating experience(s)”, says Dubé.

Dubé was interviewed for an AP story “High-end retailers woo men with pizza, beer” that ran during the holiday season. According to Dubé, a special effort isn’t reserved just for times such as Christmas and Valentines Day. He points to Alfred Dunhill in London which “features classic motorcycles, model planes and a humidor.”

What’s behind the trend? Retailers know it’s easy to “up-sell” men when you create a receptive shopping environment. The AP story mentioned a dress designer who saw sales increase by as much as 10-fold when they held a special night for men.