In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews brand experience expert Katie Mares about the buying power of women. Listen in as Mares shares her career background, how she became interested in the female consumer buying experience (2:00), and why women are still largely disregarded as purchasers across many industries (4:30).

Mares discusses her upcoming new book, “Earning Her Business,” why her book is written for men to be able to understand the female experience (6:50), and how the findings in her book can help both business and personal relationships. Furthermore, Mares explains a few behavioral differences between men and women (9:30), how retailers can capitalize on the way women emotionally connect with both the product and brand experience (12:17), and how brands can adapt in the current COVID-19 environment. Lastly, she emphasizes why retailers need to think about women as women first and customers second (17:03), and how to tailor the brand experience to one that consumers can’t live without.

Katie Mares is a leading voice inspiring positive, actionable change using self-confidence as a catalyst. As a Certified Speaking Professional, Katie has inspired audiences around the world to think differently about customer service and leadership. She imparts skills to change behavior, which has a positive effect on the experience offered to customers and team members.

Date: August 11, 2020

Credits: Katie Mares

Duration: 19:32