Women spend 8.5 years of their lives shopping and are the driving force behind 80% of all household purchase decisions. Without a doubt, women hold the purse strings in most families. So what is it that female shoppers need, want and have to have online? We set out to discover what makes female consumers tick through a series of videotaped interviews and surveys. The result: an indispensable digital rule book for the multiple-touch-point retailer.