Pub. 2 2019-2020 |Issue 1

want to be the highlight of their day? Be the reason their day goes from “bad” to “good” or “good to great.” The only way to ensure this is to provide the decision-maker with an experience that speaks to her; you need to see fromher viewpoint and develop the experience from that point of view. For example, women will pay 32%more in a hedonic atmosphere. Ask your female employees what experience they look for and use that to start journeying through her eyes to design an experience that she can fall in love with. 3. Create real relationships Relationships are very real and important to the female consumer. Oxytocin is released through a connection. Oxytocin is the bonding hormone, and it feels good for the female consumer to create relationships that lead to trust, relationship, and loyalty. Remember, she holds purchasing influence for 3-4 generations in her household, most of whom are your future customers. If you fail to establish a relationship with her, you will have a harder time getting access to the people she influences. The bottom line Nomatter what you do, be consistent. The female consumer wants to know she can rely on you, and you are a trusted friend (or loved one). Build up your trust account with your female consumer through consistency in the experience you give her. And if all else fails, remember what it was like to fall in love; you already know how you need tomake her feel. Your goal is to help her fall in love with your brand. If she does, she’ll be a brand loyal for life, and her friends and family will follow. 3 10