Metro’s Media Markt consumer electronics chain is testing zones dedicated to women in its 31 superstores in Austria.

The retailer has introduced Woman’s World departments offering household and electronic items, such as hair styling appliances and a range of gadgets available in feminine colours. The departments feature a modern look with comfortable chairs, targeted advertising and weekly promotions for categories such as health and beauty.

Media Markt’s client base is currently 60% male and the new departments aim to redress the balance by attracting more female shoppers.