1-To-1 marketing works on women

Experimental research carried out by the Rotterdam School of Management, Erasmus University has found that while both sexes develop customer loyalty, men tend to be more loyal to a company or brand, while women value personal relationships.

Individual service providers, such as hairdressers or sales people, are particularly valued.

“Everyone, regardless of gender, has a strong need to belong,” said Stijn van Osselaer, Professor of Marketing. “But what they need to belong to is different. Women are interdependent with individuals, and men with groups.”

He concluded that, “marketers should make sure to treat women as individuals and encourage these one-on-one relationships.”

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