Macho men cruise the Web, not the mall


Wednesday, April 30th 2008, 8:26 pm
By: News 9


By Kirsten McIntyre, NEWS 9

Retailers are noticing that men have a different approach to shopping.

Some men like shopping online because it's easy to spot deals and offers a convenient checkout.

"I don't spend a lot of time when I'm shopping," online consumer Scott Schultz said. "It's focused on what I need, and I know exactly what I need."

According to retail analysts, shopping men are focus and decisive. Research shows men tend to make decisions faster, return 10 percent less items, and spend $900 more per quarter on average than women.

"Retailers who have products that they are, that men are interested in, will absolutely want to tailor experiences to their sensibilities," said Patti Freeman Evans, spokeswoman for Jupiter Research.

Retail Web sites try to attract and keep male customers with moving model, showing off the fit of pants, or a decrease in the time it takes for images to load.

"Who has the time anymore? I mean, if you're not working, you're busy with your family, or if you're not with your family, you're trying to get other things done," Schultz said.

Gerald Barnes, the head of the online division at Neiman Marcus, said the changes are getting results. "We can tell that they like it because the areas that we've directed attention to are solidly ahead."

Analysts expect to see more sites catering to the masculine demographic.

It's not just online.

Analysts said retailers are focusing on marketing toward men in other areas as well. This spring, Neiman Marcus will send out its first ever catalog designed exclusively for men.