Attracting & Retaining Female Customers
Tailoring your approach to marketing, product selection and customer service
to better serve women are keys to a thriving customer base.
The numbers don’t lie: In recent years, there’s been a significant increase in the number of women participating in the shooting sports. This growing demographic is reshaping the industry and presenting new profit opportunities for dealers and shooting ranges alike.
Catering to female customers is not just a matter of inclusivity. Statistically, women carry the “buying power” in the family budget. Keeping this in mind is a smart business move that can lead to increased sales and customer loyalty.
Understanding The Female Customer Base
Women in the shooting sports represent various age groups, backgrounds and locations — each bringing unique perspectives and needs. There has been a significant increase in female participation across different segments, including recreational shooting, competitive sports and hunting. Common interests among women in the shooting sports often include target shooting, self-defense training and hunting — with a strong emphasis on safety and education programs.
Women also value the social aspects of shooting, often participating in group activities and seeking a sense of community. It’s crucial for dealers to recognize female shooters are not a homogenous group; their preferences and expectations vary widely based on factors such as age, experience level, cultural background and individual goals.
Make sure you tailor your approach in marketing, product selection and customer service to address this diversity. It’s essential for effectively attracting and retaining female customers.
Create a Welcoming Environment
Know your customer: Creating a welcoming environment for female customers in stores and shooting ranges is crucial for retaining their business and encouraging their participation in the sport.
Equally important is the role of friendly and knowledgeable staff. Having female staff members and/or instructors can make women customers feel more represented. This is not necessary, but can make them more comfortable.
Most businesses prioritize safety by providing the availability of protective gear and outerwear. However, including various styles and sizes to accommodate all body types and female-tailored fit is an added benefit. By addressing these key areas, dealers and shooting ranges can create a more inviting atmosphere that appeals to women and supports their continued engagement in shooting sports. Ultimately, it has an impact on their customer loyalty.
Offer Women-Specific Products, Services
To effectively cater to women customers and retain their business, it is important for stores and shooting ranges to offer women-specific products and services. This includes a product selection tailored to women, such as firearms and accessories designed with female shooters in mind, as well as apparel and gear.
Women want the same quality of gear men have. Gone are the days where manufacturers could “pink it and bling it” and call it “women’s.” When it comes to firearm selection, most women are using the same guns as men.
Additionally, special services and events can greatly enhance the experience for women. Hosting women-only classes and providing women-led training sessions creates a supportive learning environment. These types of events can allow women to foster community and camaraderie. By focusing on these targeted offerings, businesses can create a more inclusive and appealing atmosphere that meets the unique needs of their female customers.
“Gun dealers — along with local ranges and certified firearm instructors — would benefit by partnering together to offer incentives that are specifically catered to women such as ladies’ night or discounted range days with the purchase of a new firearm or vice versa,” advised Lakeisha Woodard of HALO Hunting. “Host special networking events periodically that are tailored to teach, train and inform women will attract women from all demographics. When women feel comfortable and welcome, there’s a great chance they’ll return to your place of business and refer a friend.”
Effective Marketing Strategies
To better market to women customers, stores and shooting ranges should implement targeted advertising and social media campaigns that resonate with this audience. Highlighting female testimonials and success stories can create a relatable and inspiring message. The reality is women want to follow like-minded women. They want to see the products being used and promoted.
Utilizing platforms and channels popular among women ensures representation and the campaigns will reach the intended demographic. Additionally, collaborations and sponsorships are powerful tools.
This is a social media generation: consider partnering with female influencers and shooting organizations — which can enhance credibility and visibility — while sponsoring women’s shooting events and competitions demonstrates a commitment to supporting female shooters. Together, these strategies can build a strong connection with women customers and build long-term loyalty.
“When dealers carry products tailored for women hunters, they not only embrace the future of hunting, but also play a vital role in its sustainability. Female hunters are essential for recruiting and retaining participants — crucial for conservation efforts,” noted Alli Armstrong Vaughan of Grace Camo & Lace.
Beyond providing products that cater to women’s specific needs, Vaughan suggests dealers and ranges offer opportunities for learning and community engagement.
“By organizing and hosting events, dealers demonstrate their commitment beyond profit, setting themselves apart from others in the field,” she said. “Empowering women with the confidence to pursue their outdoor and hunting passions is key to success. By achieving this, dealers can cultivate the trust necessary to foster loyal relationships among their female clientele.”
Building Community (And Loyalty)
Expanding your customer base to include women is a journey of continuous improvement, which will involve adapting strategies based on feedback and staying updated with industry trends and the evolving needs of female customers.
If you can be flexible and responsive, you can ensure your store continues to meet and exceed the expectations of your women customers, developing long-term loyalty and engagement.
It’s exciting to watch the innovation of manufacturers and the reactive response of dealers to increase of women customers in the shooting industry. So, let’s keep going!
