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SMB Marketing Tips: Women vs. Men in Loyalty Programs

Posted by Joanna Braunold on Jul 16, 2013 7:04:36 AM

We tend to think that women are more loyal customers than men. While that can be true, if we take a deeper look we can see that men do display loyalty as customers - just in a different way to women. It's important to make sure that you address both types of loyalty in your business to ensure both male and female loyal customers.

After a study into gender differences in loyalty, Stijn van Osselaer, professor of Marketing at the Rotterdam School of Management, part of Erasmus University in the Netherlands, said:

"Everyone, regardless of gender, has a strong need to belong but what they need to belong to is different. Women, we find, are interdependent with individuals, and men with groups.

That means that you can definitely elicit loyalty from all your customers, you just need to approach them slightly differently to get the best results. According to the research, women are more likely to show loyalty to an individual (such as their specific stylist or store assistant) and men to an establishment. So that means that if they stylist leaves, a female customer is more likely to follow them to their new location whereas a man will just switch hairdressers and stay at the same establishment.

Here are some points to focus on to make sure you use this knowledge to improve your customer loyalty and get even more return visits. It's important to decide who your key customers are for any marketing plan you're setting up, and you can use LoyalBlocks to target your deals to these customers.

MenRelationship type:
  • Prefers anonymity as part of a chain or within an individual store

Loyalty technique:

  • Feel free to switch who serves him, lightening the scheduling load
  • More likely to respond to deals providing a cheaper service between certain hours

Advertising technique:

  • Focus on group settings and the strength of the brand
  • Prefers a personal one-on-one relationship with individual attention


  • Make sure that you use a stylist/assistant who is committed to the business and unlikely to leave
  • More likely to respond to deals giving something away for free

  • Focus on one-on-one relationships with personal attention

Topics: Small Business Tips

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