Small Things Matter. In fact the ‘small ‘things aren’t small at all. They’re big.
Do you pay attention to the details? Details are like the bricks in a wall. If any of them are missing, you notice a hole. And holes are bad. Treat all the factors, whether they be big sections of the brick wall or one brick items, with equal importance.
Here are some things to look at and examine (and repair if needed) for your beer businesses.
- How attentive are the servers or staffers?
- Are they treating the female guests at the bar with respect and open arms?
- Was I able to get here and park my bike or car easily?
- Is the bathroom impeccably clean?
- Is the label appealing?
- Did I get greeted and thanked (in every scenario)?
- Is there any overt sexism anywhere? Racism or ageism or any other -ism for that matter?
- Is the lighting sufficient to see completely and not squint?
- If there is sound, is it at the right level – whether it be brew house noise, music, or general traffic din – so they can talk at normal speech volumes
- Do you offer a few choices for beer serving size (on or off premise)?
There are myriad ways to evaluate and ensure the female beer enthusiast is welcomed genuinely and specifically. Get a crew together to take a comprehensive look at your establishment. To make sure it’s worthwhile (dollars, time, and resources) be sure to look at it from the consumer lens.
Better yet, have someone with good judgement in the business contact a few people the rest of the staff does not know to engage in the experience and report back (otherwise known as ‘mystery shopping’). It’s an enormously valuable and useful and timely tool. You get the feedback and you can change things right now.
Small things impact women pre-purchase and therefore impact the purchase. The details – and big things – impact them during and after the purchase too.
Part of this redundant mantra, is Ask The Woman What She Wants. It’s a sign of strength to ask for help. And help you, the women will certainly do.
By the way, treating them to a beer for their feedback is a nice and appropriate way to thank them…
- What Women Want Series Part 1: Address the Consumer as the Consumer
- What Women Want Series Part 2: Value As Part of the Purchase
- What Women Want Series Part 3: Educational Opportunities
- What Women Want Series Part 4: Charity Partnerships