But retailers and retail property owners/managers are by-and-large men. And no matter how hard they try, men cannot think like women.

So what can we in the industry do to better understand the differences between the two sexes that may be costing us sales, and execute the changes, often minor, that can help unlock significant sales growth from that most important shopper of all – the woman.

Different strokes

Firstly, and unsurprisingly, women's purchases are based on emotion. Men's forays down the mall are almost entirely driven by logic.

Yet very few companies teach their sales staff how to sell differently to men and women – for instance women often feel patronised or made to feel stupid by a technical sales approach, or a salesperson reeling off prices. If women feel a salesman is using a linear script, she'll probably ignore them.

Studies of how women behave when they shop have shown they often like to be left alone, but want to know an assistant is nearby if required. They want to be led and have a vision created for them, but men want to be told, to a certain extent.

The second is the retail environment. Women have higher sensory receptors. Loud noises, unpleasant smells, a dusty store – these annoyances will tend to wash over men. Women rarely fail to notice such store transgressions. Nor are they likely to forget, which leads on to the issue of word of mouth recommendations - women generate between two and seven times more word of mouth referrals than men do. So uncommunicative staff or an unpleasant store environment is far more likely to be talked about and it therefore pays to get the details right.

Third, women despise being jostled when they are browsing. In busy stores on a Saturday morning this may be difficult to avoid, but retailers should think about how store layout can maximise personal space and should bear in mind areas that are busier than others. Men tend not to notice so much if they feel crowded. They are there to buy and will make a beeline for the products they want, find them, buy them and leave. But if women feel crowded by others they will often abandon potential purchases altogether. And of course it is women who tend to be saddled with prams, trolleys and have small children in tow – try navigating that lot when the retailer has crammed maximum product on the shopfloor.

A fourth factor to consider is messages given out in marketing material. Women are far more influenced by lifestyle publications and by what their friends say. Hence the types of communication you need to use are totally different. Men are interested in the attributes of the product. Women are more interested in how it fits into their life.

It's about listening to customers, talking to them and making sure what you are doing is representative of the female population, particularly during these unprecedented times.

Ultimately, women shop and men buy. In a trading environment where every sale counts, retailers need to ensure they do everything possible to tempt women into their stores and keep them there. The idea of delving a little deeper into the often complex female psyche may not sound particularly appealing (and its certainly not straightforward), but it becomes more tempting when you consider it may result in more cash in the till.

And more cash at the till means fewer retail failures and greater chance that Turnover clauses will kick in.

Top tips to boost women's spend

• Train your staff: men and women's expectations and desired relationship with a salesperson are completely different. Getting staff to understand the different buying criteria, buying signals and ways of talking and using language are the most cost-effective ways to make an impact.
• Be patient: women take longer and shop around more. Never interrupt or try and second guess the female customer – let her talk and articulate why she is looking for a specific item.
• Understand the importance of word of mouth: women make several more referrals (good and bad) about any shopping experience.
• Don't focus on product features: instead, make the product relevant to her life – be it electrical goods or fashion items.
• Get the environment right: women's sensory receptors are higher than men's; try to maximise the whole shopping experience.

Michael Schirnig, Landmarketing