By George Anderson
Jim Suchy's idea of a great night out shopping for Christmas presents involves sitting in a comfortable chair watching television while drinking beer and eating pizza. That's why he decided to do his holiday shopping this year on men's night at Borsheim's jewelry store.
A number of high-end retailers are adjusting how they market themselves to Mr. Suchy and other male shoppers to make them feel more at home.
Jean-Pierre Dub, a marketing professor at the University of Chicago Graduate School of Business, told The Associated Press, "It’s painful to shop for feminine things. It’s embarrassing. Anything you can do to make it easier and more comfortable will increase the likelihood they’ll do more impulse buying."
Borsheim's also holds a women's night where female customers can drink wine and eat pint-size pastries while making out a wish list of pieces they would like for the holidays.
One week after Mike Galaska's wife attended the women's night at Borsheim's, he was back at the store for the men's night.
After mentioning his wife's name, the staff brought pieces Mrs. Galaska had picked out.
"Whatever she (the salesclerk) brings, I'm going to buy," he said.
Marshal Cohen, chief analyst at NPD Group, said retailers such as Borsheim's are looking to make shopping fun again.
Simple changes such as adding a few more chairs or putting in a television with a football game can make all the difference. It is little touches like these that helps to create loyal customers, he said.
"That's what they (high-end retailers) thrive on," he said. "They thrive on turning a nonbeliever into a believer."
Count Jim Suchy and Mike Galaska as believers in Borsheim's.
Moderator's Comment: What is the quickest way to a man's wallet? What retailers (aside from DIY and sporting goods) do the best job of making men feel at home shopping in their stores? How do they do it? - George Anderson - Moderator