Best Buy has seen the data that women now buy more electronics than men. But “it was a store built by guys for guys,” says Gilbert, who became a senior VP for the Richfield-based consumer-electronics giant in July 2007. Gilbert created the “WOLF” program about four years ago to help Best Buy develop female managers and reach female customers. That’s happening with new products, such as the Liz Claiborne electronics-carrying bags introduced in October. Wider aisles to accommodate strollers, and more female-centric service offerings are also being explored.
So, Ms. Gilbert, what generally distinguishes male and female customers? “Men are more interested in what I call ‘speeds and features’ of a particular product. Women are, in general, more interested in ‘What’s this going to do for my life and my kid’s life?
And how will it improve communication with my family? How will it improve my entertaining?’” More stylish-looking products count, too.
