Last year I walked into Best Buy in search of a TV.
I went in with an open mind (this was also the opportunity to do a little research), setting my criteria at simply buying a piano black, big-ish, LCD HDTV. Being in the industry I understand resolution, contrast ratio, and the need for inputs for my other CE accessories, but I wanted to hear what the salesperson had to say.

I was helped by a young guy (I don’t think I saw one female salesperson), who basically was indifferent about which set I should choose. We walked the aisles while he waited for me to point at one to explain what was unique about it. Did he not want my sale? Did he think I wasn’t the real decision maker? I was drained by his lack of enthusiasm and decided to look on my own. I then noticed him speaking to another potential customer, showing him what the game can look like on Sony’s 55″ 1080p. You probably think that I’m going to call sexism. I’m not. I completely understand why the salesguy connected better with the gentleman - understood what he wanted to watch, how to sell him on the best technology, and have him either leave the store with the Sony or amped about getting his wife’s buy-in. He just related better to the man.

So, where does a woman go to find more information if she can’t find it from the Best Buy Guy? Probably online. The female-targeted magazine and online resource, Real Simple, does a good job of breaking down the decision-making process for many CEs - digital cameras, TVs, cellphones, DVD players, DVRs, and Home Audio Systems.

Realsimple.com: Deconstructing CE Buying.

You’ll also notice my salesguy on the banner ads. A good strategic choice for Best Buy, but WHY didn’t they use a woman in the shot? And WHY aren’t they carrying that marketing through to the shelf? Is it that the Best Buy brand is so inherently male-driven that it would seem like a stretch to put a woman on the ads and women on the floor? Likely. I applaud Best Buy for sticking to their roots, but do they think that’s the Best Decision considering women influence 90% of CE purchases? Could this be part of why Circuit City is on the wind down? 

This allows someone a significant opportunity. Who will start the CE Big Box for women? Target dabbles in it, although their panoply of products doesn’t allow them to covet a strong CE positioning. Who will create a CE store that taps into the female purchase influencers of aesthetic, respect, community and trust?

There is $80B waiting for that day… and one woman needing some help buying a big-ish, piano-black LCD HDTV.