What’s In Your Customer’s Purse?


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For all women, CEOs and non-CEOs, a purse is a critical staple for her day and there are two roles each purse serves: Fashion and Utility. Because of the combination of these dual roles, your company has a fun and interesting opportunity to connect with your female customers in order to build better relationships. And better relationships with your customers lead to better customer satisfaction. Do you see where I’m going?

When most of us think about a woman’s purse, we think of a fashion element, yet, a purse is largely a utilitarian device playing a critical role in a woman’s daily life.

What does this have to do with customers? All of your female adults or near-adults have selected a purse to serve a purpose in their life but they have also selected one that fits their sense of style, their own personality. If you’ve ever watched a woman selecting a purse, pull up a chair and watch the show. Women peruse the huge variety of leather, vinyl, faux, plastic, and fabric specimens to find the ONE that works for them both financially and emotionally. We touch, squeeze, prod, model, search, zip, adjust, stuff, and smell each potential new bag until the decision to purchase feels right.

After all that spirited attention and energy, we return home as proud owners of a new chunk of fashion that ran the gauntlet to win our favor.

I am always promoting that companies find authentic, creative and unique ways to build relationships with their customers to keep the competition away from the customer purse, so to speak. CLICK HERE for a link to an article which highlights how a woman’s purse provides a wealth of conversation starters. You can invite your female customers to a fun event and use the ice breaker called Purse Diving as mentioned in the article link. Or, your sales and account reps, can ask your woman customers one question:

“I just read an article that said a woman’s purse is a reflection of her personality. What does your purse say about you?”

Try this on and see what you find out. Women reps will increase the bonding that happens woman-to-woman and male reps will gather information about their women customers that will contribute to their better relationships as well.

Take this unique journey to better customer satisfaction and let me know what you find out. Don’t forget to take your purse.

Darcie Davis
A career focused on finding the factors that inspire customer/client retention was shaped from, often naively, relentlessly asking questions. I am the founder of HUDDLE Sessions for Women which offer pop-up advisory boards.


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