I just read a very interesting article about women and their influence with online and in-store purchasing decisions. The article, written by Aileen Lee (a venture capitalist at Kleiner Perkins Caufield & Byers), points out that women have the greatest influence when it comes to shopping and social media, like Facebook, Twitter, and Groupon. Women also make most of the household decisions when it comes to spending disposable income and saving money. So, knowing this, consider how your business is reaching out to women to grow your bottom line.

Here are a few suggestions to reach out and grow your female customer base:

1. Create female-focused programs and promotions. For example, Amazon created “Amazon Mom” a program that brings together products and retailers of greatest interest to moms. You could host shopping parties, such as a “Ladies Night” for your female customers or “mom-friendly” shopping events where you provide childcare or have a child-friendly program to distract the kids so moms can shop unfettered.

2. Survey female customers. Research shows that female customers drive the majority of purchasing decisions, so take the time to survey the women that shop with you, whether formally or informally. Ask them about what products and services you can provide to keep them coming back. Also ask them what social media networks and search engines they use so you can make sure you are where your female customers are online.

3. Spend more time on Facebook. According to Lee’s article, women make up the majority of Facebook users and women spend more time on Facebook than men. Women also do more posting and interacting. So, knowing that, make sure you are reaching out to your female customers on Facebook by posting, polling and hosting promotions that attract women.

4. Create a female-friendly environment. Whether you have a fly-fishing shop or sell housewares, make sure your store is welcoming to your female patrons to boost your bottom line. Play to your female customers’ five senses and even create female-friendly store displays depending on your customer base. For example, create a display for busy moms or a display of women-specific gear and clothing.

Read the complete article.