Stores that have traditionally conquered the male market are now changing their strategies to recruit and maintain women shoppers.
Hardware stores and sports-centric stores are traditionally thought of as places where men shop. Thankfully, big box players Home Depot and DICK’S Sporting Goods are turning their attention to encouraging females to shop in what have traditionally been male-focused stores. In the digital age of shopping, more brands are centering on reaching new target markets online with easy to use websites and digital campaigns according to Gartner L2’s report on the topic.
Five years ago DICK’S Sporting Goods released its own private label, Calia, that caters exclusively to women’s athletic apparel and sells a wide range of styles online and in-store. The in-house brand is now the second highest selling brand for the company and includes guest designs from celebrities like Carrie Underwood. DICK’S recently released another private label, DSG, that features an exclusive women’s line, which the company promises to devote more space to online and in store. By including more female related products online, DICK’s opens itself up to emerging female markets. Home Depot is also doubling down on attracting a female following by taking its approach digitally. In 2010 the company began hosting “Do-It-Herself” events to bring more women in-store and teach them how to do things that had once only been assumed as a “man’s job.”
In addition to this initiative, Home Depot expanded its product range online and in store, offering more in-home products like cookware, kitchen accessories and small appliances. Both Home Depot and DICK’S Sporting Goods have seen an increase in female consumers and rising sales as they expand their product offerings and their accessibility.
If other big box stores want to increase visibility and sales—attracting female consumers may be the answer. Big name stores are finally realizing how much they rely on female consumers.