The challenge of appealing to one gender or the other is leading some retailers to create new 
store formats that, they hope, will attract new customers and generate new sales. And, while 
the action is outside of traditional CPG retailers, grocery store operators should take note. 

Both Sony and Nike are opening new formats that are expressly targeting women. Designed to look 
like boutiques rather than stores that appeal to hard-core techies and athletes, the lighting 
schemes, color palettes and décor packages are softer than might be expected from such places. 

Some Sony Style stores even have a concierge desk at the front door to help guide and advise 
shoppers, and the aisles are wide enough to accommodate baby carriages. Sony plans to open 15 
Sony Style stores this year and 50 to 60 in total. 

Nike Women stores offer clothes and accessories for yoga, dancing and everyday wear, as well as 
the company's athletic gear for running, tennis and working out. The company began opening the 
units in California, where it opened six stores, and now is working its way east with stores in 
Chicago, Palm Springs, Fla., Atlanta, and White Plains, NY. 

The approach is not unique to Nike and Sony. Electronics retailer Best Buy recently opened a 
store called Studio D in Naperville, Illinois that is targeted to the woman consumer - it offers
a wide variety of classes and lessons, and even a small spa designed to relax customers 
intimidated by the high tech equipment. 

The whole approach is to demystify the experience, and so far the retailers are reporting 
positive results. However, they will have to be careful about how far they push the "marketing 
to women" initiative; some women may actually be offended, feeling that they are being 
condescended to. 

There's also another possibility, though. It would be interesting if stores that traditionally 
appeal to women - say, supermarkets - actually began developing specific formats designed to 
appeal to men. In the case for grocery stores, a front end concierge might be just the thing, 
along with cooking lessons, beer nights, and ample sampling while Monday Night Football plays 
on big-screen televisions.  
Source: FMI/ACNielsen/Lempert E-Newsletter, July 11, 20051