Retailers Told, Ignore 'Lady Geeks' At Your Peril!

London - Consumer electronics manufacturers and retailers will miss out on £600m in 2007 alone because they are failing to connect with women, according to the 'Lady Geek' study published today from Saatchi & Saatchi.  This amount equates to Australia's wine exports to the UK in one year.

Thirty-five per cent of female internet users polled said they would increase their spending on consumer electronics if marketers and retailers thought harder about how they approach them and offered more guidance in stores and on e-commerce sites.

A staggering one in two women said they walk out of shops and leave websites without buying anything because they're unable to find what they want, representing a huge opportunity for brand owners and retailers who are prepared to rethink their approach.
One third of women do not feel confident enough to ask questions in stores with one respondent describing electronics retailers as reeking of a "strong scent of man".

Almost one in three women do not consider technology advertising relevant to them and the majority of women feel disillusioned that brand owners and retailers don't understand what they care about and don't view them as a relevant group of customers.

Qualitative feedback further suggested that women dread shopping for consumer electronics with one opinion leader commenting that, "technology companies are in the same place the car industry was 20 years ago".

Almost one in two (43%) women go shopping for consumer electronics without a specific brand or product in mind representing a massive opportunity for retailers and brand owners to reap the financial rewards if they effectively market to this group of women.

Only nine per cent of respondents think it's important that their gadgets look feminine.  This is supported by qualitative feedback from opinion leaders and consumers who feel "patronised" and "offended" by the abundance of pink products available at the expense of the sleek and beautifully designed and packaged products they want to see.

Belinda Parmar, planning director at Saatchi & Saatchi and author of the report, said: "There's a real opportunity here for brands and retailers in the consumer electronics sector to target women.  This group of women told us loud and clear that they do not want diamante encrusted mobile phones and baby pink DAB radios.  Our aim is to get clients to think differently about how they develop, distribute and market products to women."

The purpose of the study is to equip Saatchi & Saatchi clients with the insights to allow them better penetrate the "Lady Geek" market.

Parmar continued: "Although more women than men aged 24-35 now play computer games, you wander round a computer games aisle in most shops and you'll soon realise why women are so turned off by the way they're approached.  This report will help brand owners and retailers understand how they can capitalise on this profitable group."

Dr. Elisabeth Kelan from the Lehman Brothers Centre for Women in Business at London Business School said:
"There are many myths and assumptions about women and technology. We know from academic research that many of those myths do not hold true when put under scrutiny and that technologies are gendered by design and connotation. "Lady Geek" is an important piece of work as it shows ways to challenge this gendering of technology by recognising women as viable consumers of technical products."

The report uncovers a series of common myths around the way women interact with technology.  The myths are exploded with insights that challenge manufacturers and retailers perceptions, steering them towards the path to unlocking this lucrative market.
Saatchi & Saatchi clients in the UK include Comet, Toshiba, Sony Ericsson and T-Mobile.

On average women spend £321 on personal technology every year according to the report amounting to a market currently worth £15bn.

Find out more about the world of Lady Geek through Belinda's blog site at http://ladygeek.org.uk


Call for Entries: Saatchi & Saatchi New Creators Showcase

News

Today, Saatchi & Saatchi invites candidates from around the world to submit creative work for the 2019 New Creators Showcase (NCS), held at Cannes Lions International Festival of Creativity in France. Previously known as New Directors' Showcase, and open to all creative talent, Saatchi & Saatchi invites the very best directors, makers and creators to submit film work for this…

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi New York Appoints Taras Wayner as Chief Creative Officer

News

Saatchi & Saatchi New York has announced the appointment of Taras Wayner as Chief Creative Officer, effective September 1st. Wayner will oversee all creative communications across the agency’s client roster, which includes Walmart, Procter & Gamble, USAA and NDSS, and will play a key role in further developing the agency’s creative talent. “The moment I met Taras I knew he…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine

News

Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…

Seeds&Chips and Saatchi & Saatchi Italy partner to address the future of the food industry

News

Seeds&Chips, The Global Food Innovation Summit founded by Marco Gualtieri, has appointed Saatchi & Saatchi to handle its advertising for their next event scheduled in Milan from 7th to 10th of May 2018. Seeds&Chips, now in its fourth year, has become a point of reference within the food industry for food innovation. The yearly summit held in Milan, showcases the…