Many of the environmental modifications of interest to women are so fundamental that I expect them to improve the shopping experience and sales potential for all consumers, regardless of gender.
As a business that's strategy-focused, I regularly experience bias on the part of male clients who appear reluctant to accept that a woman can deliver meaningful contributions. That makes it very challenging for women-owned companies like my own to elevate their visibility.
Women want to simplify what they perceive to be an unnecessarily complex shopping process. Above all, they long for a stress-free experience and want to feel that their business is appreciated.