The electronics company Media Markt wants to create a new target group out of women. In Austria the company is now testing the integration of special shopping-zones for women.
Since 40 per cent of their customers are women, they want to customize the shopping experience for them as well.
With theme weeks and possibilities to sit down, the market leader wants to attract more women. They are advertising the project with pictures of women wearing pink headphones, with pink digital cameras and pink laptops.
However, in practice the initiative turned out to be a bad idea. Women reacted negatively to the changes, and mocked the implementations online.