The seminar will address the major psychological differences between the sexes, how understanding those differences translate to shopping behavior, and specific applications and advice for retailers.



Patricia Flavin, Beaulieu of America’s senior marketing vp, is set to conduct a one-hour seminar at Surfaces 2010 on the topic of marketing to women. Her presentation is part of the Surfaces Educational Program that runs throughout the event starting February 1.

The industry has long understood that the female consumer makes the vast majority of purchase decisions regarding floor covering. However, manufacturers and retailers often struggle to effectively market to women. Flavin was part of the Beaulieu team that launched the female-friendly Bliss brand of carpet at Surfaces 2008. Since that time, she has been the industry’s chief advocate for the woman’s point-of-view when it comes to floor covering.

Her seminar will address the major psychological differences between the sexes, how understanding those differences translate to shopping behavior, and specific applications and advice for retailers to better connect with women shoppers through improved communication and shopping experience.

“Marketing to the Ultimate Power Consumer: Women” is from Noon to 1:00pm, Sands 201, Wednesday, February 3. Sign-up at www.surfaces.com.