This is the second article in a three-part series covering results of a study conducted by Persuadable Research Corp. in February. More insights from the 750 women respondents, age 35-65, will shed light on actions retailers can take to serve this demographic group.
By Megan Moyer
From a woman’s first menstrual cycle to menopause/postmenopause, she is seeking products to navigate fluctuating/dropping hormone levels and the ensuing symptoms that can range from annoying irritations to sidelining her for a multitude of reasons. To start, 83% of women want more honest conversations about peri/menopause. Erika Herrin, president at Persuadable Research, said, “They want validation of their symptoms, support as their bodies change, and permission to prioritize themselves.”
Most women don’t feel supported as they navigate peri/menopausal symptoms. This is even more troubling once we see responses regarding how their experiences can influence work. Thirty-four percent said symptoms have influenced career or work decisions and 56% agreed that peri/menopause has negatively impacted their self-image and/or confidence. Even though 34% is a minority, it’s significant for the women whose career or work decisions have been based on physical or mental effects of peri/menopause. It also points to the lack of widespread knowledge and support when it comes to addressing symptoms and/or effective treatments being readily available.
When it comes to treatment options, Persuadable Research’s study revealed the top two sources are people women know and trust: doctors and friends/family. The remaining tend to be online sources, such as medical sites (like WedMD), doctor or medical professionals on social media, health groups, and women’s health blogs. This is where retailers and manufacturers have an opportunity to become a partner in care.
Separate from the study, HRG visited stores and their e-commerce sites to get a sense of the shopping experience when seeking women’s health solutions. There were similarities when shopping online among top chain drug, mass, and beauty retailer websites in that there was no content directly addressing women going through perimenopause and menopause, just an assortment of products when the terms “women’s health” or “menopause” were searched. The exception was Walgreens where the search for “women’s health” led to a page titled “We’re for women.” In addition to links to products by need, there is content speaking to females based on their life stage — teens, moms, and menopausal women — as well as resources and education for certain areas such as birth control and UTIs.
Herrin said, “Women want to feel seen, heard, and understood. They're looking for validation of their symptoms, support as their bodies change, and permission to prioritize themselves.” Certainly, this should start with healthcare providers but knowing that all care providers aren’t current with the latest information available about peri/menopause symptom care and treatment, retailers can be a trusted resource in that void.
Walgreens has the right idea. Their “We’re for women” page validates the changes women’s bodies are going through by speaking directly to them, offers some educational resources, and makes women feel seen. There’s room for more education, resources, and guides for care, but it was refreshing to find this section when the other retailers had nothing like it, at least not revealed by searching the terms mentioned above.
Walgreens is also on the right track by assembling products based on need, which simplifies the search for symptom treatment options. As discovered in the study, 70% of women age 45-49 are not prepared (compared to 57% of women 35-65) for what they may experience during peri/menopause. With regard to support, as shared in the previous article, women age 45-49 are more likely to say they wish they had more education & counseling on what to expect before symptom onset (38%) as well as access to proven treatment options (29%). Retailers who try to address this desire will stand out among their competitors and the return on the effort and investment is sure to not only attract shoppers but also build loyalty.
The experience of looking for products to treat or support symptoms of menopause was even more challenging in-store. With most products available in their traditional department, women would have to visit multiple aisles in most instances to find the relief they need. Based on posts online, Walmart appears to be introducing a menopause set in a subset of their stores with cross-category products brought together on an endcap, which simplifies and streamlines the shopping experience.
Signage is another missed opportunity in aisle. If corporate policy prohibits manufacturers from providing shelf signs, alternatives should be explored. Perhaps a single sign in the department with a QR code which directs shoppers to a page on the retailer’s site with educational resources to help — which most would have to develop.
Retailers have an extraordinary opportunity to reach this segment of women who are searching for reliable information, effective treatments, and one place where they can get that and feel supported in their quest to address symptoms that make them feel unwell at best and unlike and unsure of themselves at worst. Start with establishing how your company can best serve this group — what resources can be devoted to curating content, resources, and how do you want to be positioned? Does your company want to be the premier source of information and guidance among your competitors? A hub that connects with other medical and wellness experts who have helpful content already established? Or does your company want to remain status quo?
Once you’ve established a position and vision for being a peri/menopause resource, outline how that translates to the instore and online shopping experience. The goal should be to simplify shopping trips through assortment placement, educational resources, and availability. As research continues and new discoveries are uncovered, you’ll need to determine how to keep up with the latest knowledge being shared and how to activate on it.
Megan Moyer is a 30-year retail industry veteran and
HRG’s corporate marketing manager. HRG is in the details of retail, working with product manufacturers, distributors, retailers, technology partners, and other industry organizations to provide data & analysis, shopper experience, brand development, fixture coordination, and retail communications solutions.
Persuadable Research Corporation partners closely with brands and agencies across a wide range of product categories and industries, bringing the consumer's voice into clients' decision-making through custom quantitative and qualitative marketing research, advanced analytics and proven research techniques.
