The conversation then took an interesting turn when the topic of demographics arose. The idea of "selling to women" has been a popular mantra for retail experts, but some on the panel took a different view. "It's insulting to the demographic to assume that you have to sell differently to a woman than a man," said Dave Donald, vice president of Speakercraft. "Women don't understand tech and admit it; men don't understand it and don't admit it."
As an example, Donald pointed out the recent push by Best Buy to create stores that were more female-friendly, even hiring a consulting firm to help them research the kinds of changes it would take to make stores more attractive to female customers. What they found in the end, according to Donald, was that the store rated well with both genders and brought in new male customers, as well.
What is more important for retailers to consider, opined Donald, is the fact that the modern day customer is not a hobbyist and needs to be treated differently than in year's past.