Ever feel like the shopping malls are a woman's paradise?

Here's why.

We talk to the head of marketing communications at CapitaLand Retail Ltd.

Full name: Therese Chew
Age: 30s
Title: Senior Manager, Group Marketing Communications

How long you have been there: 7 years

How long have you been in the marketing/communications/PR industry: 15 years

Which companies have you worked with, either presently or previously: CapitaLand Retail Limited, Hong Leong-AMF Leisure, Sanyo, Starsauto

Some of the clients that you have handled: I have always been on the client's side

1. Why target women? Are they worth it?

As the largest retail manager with 16 malls in Singapore, most of our malls attract more women shoppers.

2. How do strategies differ from those directed at both genders or just the men? Please give example(s) from past campaigns you were involved in or know of.

We've organised Father's Day programmes & promotions in the past at Funan DigitaLife Mall & search for the New Urban Male hv been staged in our malls like Funan DigitaLife Mall and Plaza Singapura.

For Father's Day campaigns, tho the prog. participants are males, the shopper may be girls buying for their fathers tho the fathers can suggest their wish list.

3. Women love to talk shop. So, "word-of-mouth" marketing works best with them. What say you?

There's nothing more effective than positive word-of-mouth and we strive to give shoppers the positive experience so that they in turn can be our ambassadors.

4. Form vs Function - how do you market gadgets to women?

As women place more emphasis on aesthetics including design & size, pictures of products will catch their eye more than listing the functions.

5. "I can sell anything to anyone. All it takes is the right strategy." Your comments?

It's essential to know your product/service, competitor landscape and trends and identify your right target audience & concentrate your marketing efforts and dollars, which will be more effective

6. What is the psychographical profile of a typical woman from a marketing perspective?

Women are more informed nowadays so it's essential to provide the information to help in their buying process

Word-of-mouth & trials are also winners.