While it’s no secret that when it comes to the brick-and- mortar world of retail apparel, the old rule of “men buy, women shop” is as true today as it has been from the beginning of the retail experience itself. Researchers at Wharton and Toronto’s Verde Group observe that women see in-store shopping as a social opportunity and spend vast amounts of time interacting with sales associates and browsing, while men see it as a tactical chore and are in and out of the store ASAP, and see it as a kind of slow torture.

Despite every kind of marketing approach to change the purchasing habits of men and increase the time spent in-store, demographics for the male shopper have seen very little change and remain a point of frustration among retailers.

Enter “intelligent shopping”—one company’s solution to the mysterious male shopper and returning some parity back into the sales-to-the-sexes imbalance. Me-Ality by Unique Solutions has quietly and quickly moved digital size matching stations into a growing number of malls across the US and created an impressive array of nearly 100 apparel retailer partnerships. Although the brand retail partners all share a common affiliation with the company, each retailer is aggressively competing for purchase space where men have taken a surprising leadership position: online.

Many studies are now available that measure this new shopping behavior. One study conducted by ROI Research Group found that men are more likely to research online sites before making a purchase. Male shoppers will frequently compare products, read reviews, research availability and get store information on social networks to create the confidence needed to create a buy response. Another study provided by ComScore concluded that 70% of men research and buy online as opposed to only 14% buying in-store after researching online.

With these facts in mind—Me-Ality’s innovation in connecting with the male apparel buyer market is clear. The company’s sizing matching concept provides the missing link for buyers and retailers alike. For men, the free service offers the most critical piece of research possible—finding their specific size for each retailer and a “no-return-necessary” measurement. Equally crucial, the service provides retailers with a direct connection to the male buyer and their online selection of garments.

With these new male purchasing insights, as well as a robust array of partnerships, Me-Ality is emerging as a tactical and proven solution for retailers seeking to grow its share of the elusive male market. Introducing a bold new way of creating an almost assured buyer-satisfaction experience with custom tailor-like sizing. Me-Ality’s innovative service helps to build new purchasing possibilities for both men and retailers. Delivering a targeted solution to an unmet need is what defines creativity in the m Male shoppers will frequently compare products, read reviews, research availability and get store information on social networks to create the confidence needed to create a buy response. Marketplace. The sales potential is clear: “measure once, buy twice”.