Women are responsible for two-thirds of the vehicles brought in for repair. Dealerships who understand this and seek to deliver the ultimate customer experience will reap the rewards at their service drive.

Offering top-notch car services in this department is critical for retaining women clients, as well as for up-selling a new or leased car to them and their family in the future. For a complete dealership experience, here are 5 key features of a women-friendly service department.

1: More Women: Women make up only 1 out of every 5 employees at auto dealers. Adding more female service advisors makes many of your female (and male) customers more comfortable to ask questions about the repair.

2: Use Technology to Educate: It is essential to adopt modern technologies, instead of just focusing on communicating a repair verbally, especially with women who may be cynical and not trusting about what repair is being recommended.

Use mobile apps, expert illustration content and web based tools to visually explain car repairs with real-time photos and videos, like ClearMechanics.com or others. By presenting hard visual evidence, women will understand repair needs in a quick, clear manner.

3: Comfortable, High Tech Lounge Area and Courtesy Vehicles: Women often wait at the dealerships during repair work. To ensure they feel comfortable and make good use of their waiting time, go beyond just having seats and a TV in the waiting area. Make sure the lounge area has:

• Comfortable seating
• Wi-Fi connectivity
• Play area for kids
• Impeccably clean restrooms
• Coffee, Fruit, Water, Soda

More importantly, provide the #1 requested concierge item from women: a courtesy vehicle if their car is going to be in overnight. What will that afford your dealership? Loyalty from moms, business women, single women, divorced women, widowers, etc., who can now independently get themselves home and don’t have to rely on family or renting a car while their car is being serviced.

Don’t leave this for the luxury brands to offer. Regardless of what flagship brand you sell, market the convenience and ease that your dealership delivers.

4: Expand Hours: NADA DATA reports most service department are open 56 hours a week compared to 80 hours on average for a specialty car repair chain store. To deliver top-notch service, consider expanding servicing hours. Research shows that 3 in 10 households are run by single moms, highlighting how women are juggling work, home and children. Getting to the dealerships 3-4 times a year is not the easiest thing to do during the hours of 9 – 6pm. By offering flex hours, women can bring their car to you and you retain more customers.

5: Don’t Just Hear. Listen. Everyone likes it when they are listened to. Put your best listener in the service drive to hear what women say – and, what they don’t say. This department is critical for maintaining retention. How will you know when 4 in 10 women leave your dealership and DON’T return? An unhappy woman will pay the bill, leave your building, and you will never hear from her again.

By listening to what they have to say, women naturally feel more empowered and relaxed. They know that once they have communicated their opinion to the service provider, they will be served better.

Women are responsible for two-thirds of the vehicles brought in for repair. Dealerships who understand this and seek to deliver the ultimate customer experience will reap the rewards at their service drive.

Offering top-notch car services in this department is critical for retaining women clients, as well as for up-selling a new or leased car to them and their family in the future. For a complete dealership experience, here are 5 key features of a women-friendly service department.

1: More Women: Women make up only 1 out of every 5 employees at auto dealers. Adding more female service advisors makes many of your female (and male) customers more comfortable to ask questions about the repair.

2: Use Technology to Educate: It is essential to adopt modern technologies, instead of just focusing on communicating a repair verbally, especially with women who may be cynical and not trusting about what repair is being recommended.

Use mobile apps, expert illustration content and web based tools to visually explain car repairs with real-time photos and videos, like ClearMechanics.com or others. By presenting hard visual evidence, women will understand repair needs in a quick, clear manner.

3: Comfortable, High Tech Lounge Area and Courtesy Vehicles: Women often wait at the dealerships during repair work. To ensure they feel comfortable and make good use of their waiting time, go beyond just having seats and a TV in the waiting area. Make sure the lounge area has:

• Comfortable seating
• Wi-Fi connectivity
• Play area for kids
• Impeccably clean restrooms
• Coffee, Fruit, Water, Soda

More importantly, provide the #1 requested concierge item from women: a courtesy vehicle if their car is going to be in overnight. What will that afford your dealership? Loyalty from moms, business women, single women, divorced women, widowers, etc., who can now independently get themselves home and don’t have to rely on family or renting a car while their car is being serviced.

Don’t leave this for the luxury brands to offer. Regardless of what flagship brand you sell, market the convenience and ease that your dealership delivers.

4: Expand Hours: NADA DATA reports most service department are open 56 hours a week compared to 80 hours on average for a specialty car repair chain store. To deliver top-notch service, consider expanding servicing hours. Research shows that 3 in 10 households are run by single moms, highlighting how women are juggling work, home and children. Getting to the dealerships 3-4 times a year is not the easiest thing to do during the hours of 9 – 6pm. By offering flex hours, women can bring their car to you and you retain more customers.

5: Don’t Just Hear. Listen. Everyone likes it when they are listened to. Put your best listener in the service drive to hear what women say – and, what they don’t say. This department is critical for maintaining retention. How will you know when 4 in 10 women leave your dealership and DON’T return? An unhappy woman will pay the bill, leave your building, and you will never hear from her again.

By listening to what they have to say, women naturally feel more empowered and relaxed. They know that once they have communicated their opinion to the service provider, they will be served better.

Car advertising is heavily slanted towards price. The buying demographic has shifted to women who now make up more than half of the sales, and influence over 80% of the deals. Today, it makes sense to move advertising to accommodate this powerful market sector.

Did You Know?

When women are asked why they bought a car at a particular dealership, the “Sales Advisor” was the #1 reason. “Price” and “Dealership Reputation” tie for second place.

All customers want the “best” deal possible and women are no exception. In fact, 7 of 10 women report that price is a top factor in purchasing a particular vehicle.1

What Does this Mean for Your Dealership?

It means that applying “softer and smarter” factors can improve the overall messaging effectiveness in traditional TV, radio and print advertising. Improved effectiveness increases reach, and provides more advertising dollar value. Let’s take a closer look:

Idea #1: Ensure your advertising conveys reputation, trust and respect. Reviews and scores are subtle forms of advertising that are ongoing, persistent and pervasive. Frankly, they create an evidence-driven reputation. Numbers speak louder than words. Emphasize your dealership’s rankings and how you compare with others in your brand category and geographic area. Consider using:

• Customer Testimonials: Authentic and local testimonials will personalize your advertising and convey a customer-centric approach.
• Reviews, especially reviews from women. Women are 50% more likely than men to read reviews, and prefer reviews written by women.
• Statistics to convey reputation, e.g., “#1 in customer satisfaction” from reputable sources.
• Positive words that convey a high level of service: happy, comfortable, delighted, pleasant.
• Supportive Digital content. Make sure your web site conveys inclusion, with women as an identifiable demographic. Showcase reviews on your home page.

Idea #2: Supplement competitive pricing with specifics that speak to women. Show women (happy women) in your ads. Include a broad demographic. Photos speak volumes and convey emotions. Remember, 50% of car buyers are women; and 53% of millennial buyers are women.

Idea #3: Show that your dealership is more than a showroom full of cars. Be sure your advertising includes:

• Showcasing your service center. Mention courtesy vehicles, and any other amenities that show the value you place on customer loyalty and an ongoing business relationship. Ensure your advertising promotes the message “when you buy from us, you receive a good price, PLUS you receive great service.” Describe what “that great service is.”

Putting these ideas into practice
Using these ideas can mean a fresh conversation with your creative agency. Let them know what you want to convey as you reach out to women buyers. A comprehensive advertising program is the best way to start the process of customer engagement. Including and targeting your most powerful buying segment will increase your overall advertising success, provide more value from your budget, and drive more dollars to your dealership’s bottom line.

Car advertising is heavily slanted towards price. The buying demographic has shifted to women who now make up more than half of the sales, and influence over 80% of the deals. Today, it makes sense to move advertising to accommodate this powerful market sector.

Did You Know?

When women are asked why they bought a car at a particular dealership, the “Sales Advisor” was the #1 reason. “Price” and “Dealership Reputation” tie for second place.

All customers want the “best” deal possible and women are no exception. In fact, 7 of 10 women report that price is a top factor in purchasing a particular vehicle.1

What Does this Mean for Your Dealership?

It means that applying “softer and smarter” factors can improve the overall messaging effectiveness in traditional TV, radio and print advertising. Improved effectiveness increases reach, and provides more advertising dollar value. Let’s take a closer look:

Idea #1: Ensure your advertising conveys reputation, trust and respect. Reviews and scores are subtle forms of advertising that are ongoing, persistent and pervasive. Frankly, they create an evidence-driven reputation. Numbers speak louder than words. Emphasize your dealership’s rankings and how you compare with others in your brand category and geographic area. Consider using:

• Customer Testimonials: Authentic and local testimonials will personalize your advertising and convey a customer-centric approach.
• Reviews, especially reviews from women. Women are 50% more likely than men to read reviews, and prefer reviews written by women.
• Statistics to convey reputation, e.g., “#1 in customer satisfaction” from reputable sources.
• Positive words that convey a high level of service: happy, comfortable, delighted, pleasant.
• Supportive Digital content. Make sure your web site conveys inclusion, with women as an identifiable demographic. Showcase reviews on your home page.

Idea #2: Supplement competitive pricing with specifics that speak to women. Show women (happy women) in your ads. Include a broad demographic. Photos speak volumes and convey emotions. Remember, 50% of car buyers are women; and 53% of millennial buyers are women.

Idea #3: Show that your dealership is more than a showroom full of cars. Be sure your advertising includes:

• Showcasing your service center. Mention courtesy vehicles, and any other amenities that show the value you place on customer loyalty and an ongoing business relationship. Ensure your advertising promotes the message “when you buy from us, you receive a good price, PLUS you receive great service.” Describe what “that great service is.”

Putting these ideas into practice
Using these ideas can mean a fresh conversation with your creative agency. Let them know what you want to convey as you reach out to women buyers. A comprehensive advertising program is the best way to start the process of customer engagement. Including and targeting your most powerful buying segment will increase your overall advertising success, provide more value from your budget, and drive more dollars to your dealership’s bottom line.

It’s Officially the Women Buyers Era...

OEM’s are increasing their advertising towards this powerful buying segment. Smart dealerships are too. Women bought an estimated 13 million cars at new car dealerships last year; an estimated 35,000 vehicles a day.

How many female “up’s” are converting to buyers at your store? If you aren’t tracking that number yet, we suggest you start accounting for sales by gender. The upside of your gross profit potential is tied to this.

The 2015 US Women’s Car Dealership Report, compiled after 3,450 women’s car dealer ratings and reviews, showcases the top car brands as rated by women when purchasing. Each brand’s WSI® or Women Satisfaction Index is derived by taking the aggregate of all the dealer’s scores from that brand’s reviews on the site ranging from a 5.0 (highest) to 1.0 (lowest).

The average WSI® for purchasing was 4.73, up from up from 4.65 last year. The top ten rated brands are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep, Chrysler, Volkswagen, Lexus, Chevrolet, Ford and Volvo. They were followed by Audi, Toyota, Hyundai, Subaru, and Nissan brands.

Did You Know?

One in 3 women buyers describes being “apprehensive”, “nervous” or “overwhelmed” at a dealership when buying. Another 13.4% say they feel “intimidated” or “frustrated”. In this hyper-competitive market, what is your dealership doing to combat this? Do you offer a hassle-free, seamless experience?

You’ve heard it before: women have a different set of needs and expectations when buying a car. Yet, it’s a pretty straightforward equation. Car manufactures and dealerships that focus on treating women well by engaging and respecting them in a trustworthy manner throughout the purchase process are positioning themselves exceptionally to capture future business. It is not the luck of the draw; these businesses have processes and training in place to optimize the customer visit. More importantly, the execution of that training is being fulfilled.

Certified Dealers Rate Higher

While the overall WSI® score was 4.73, there is a distinct difference in the dealerships’ reviews and scores.

• Certified Women-Drivers Friendly® Dealers have a 4.85 WSI® or 97.0%
• Non-Certified Dealers have a 4.48 WSI® or 89.6%

There is a tremendous upside for dealers to become Certified and distinguish their business to women+families. These numbers indicate a correlation between Certification, higher CSI and increased sales and profits.

HOW DO I BECOME A CERTIFIED DEALER?

Click here to find out!

It’s Officially the Women Buyers Era...

OEM’s are increasing their advertising towards this powerful buying segment. Smart dealerships are too. Women bought an estimated 13 million cars at new car dealerships last year; an estimated 35,000 vehicles a day.

How many female “up’s” are converting to buyers at your store? If you aren’t tracking that number yet, we suggest you start accounting for sales by gender. The upside of your gross profit potential is tied to this.

The 2015 US Women’s Car Dealership Report, compiled after 3,450 women’s car dealer ratings and reviews, showcases the top car brands as rated by women when purchasing. Each brand’s WSI® or Women Satisfaction Index is derived by taking the aggregate of all the dealer’s scores from that brand’s reviews on the site ranging from a 5.0 (highest) to 1.0 (lowest).

The average WSI® for purchasing was 4.73, up from up from 4.65 last year. The top ten rated brands are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep, Chrysler, Volkswagen, Lexus, Chevrolet, Ford and Volvo. They were followed by Audi, Toyota, Hyundai, Subaru, and Nissan brands.

Did You Know?

One in 3 women buyers describes being “apprehensive”, “nervous” or “overwhelmed” at a dealership when buying. Another 13.4% say they feel “intimidated” or “frustrated”. In this hyper-competitive market, what is your dealership doing to combat this? Do you offer a hassle-free, seamless experience?

You’ve heard it before: women have a different set of needs and expectations when buying a car. Yet, it’s a pretty straightforward equation. Car manufactures and dealerships that focus on treating women well by engaging and respecting them in a trustworthy manner throughout the purchase process are positioning themselves exceptionally to capture future business. It is not the luck of the draw; these businesses have processes and training in place to optimize the customer visit. More importantly, the execution of that training is being fulfilled.

Certified Dealers Rate Higher

While the overall WSI® score was 4.73, there is a distinct difference in the dealerships’ reviews and scores.

• Certified Women-Drivers Friendly® Dealers have a 4.85 WSI® or 97.0%
• Non-Certified Dealers have a 4.48 WSI® or 89.6%

There is a tremendous upside for dealers to become Certified and distinguish their business to women+families. These numbers indicate a correlation between Certification, higher CSI and increased sales and profits.

HOW DO I BECOME A CERTIFIED DEALER?

Click here to find out!

Our company has published it’s second annual report which showcases women are having empowering experiences at progressive car dealerships in the United States.

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.”

The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, women are empowered by the opportunity to share their voice and provide productive opinions. Generally, these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Key Findings

• When shopping for a vehicle, the overall WSI was 4.37, up from 4.25 last year. The top five rated shopping brands by women are Volkswagen, Ford, Chevrolet, Jeep, and Buick.
• When purchasing a vehicle, the overall WSI was 4.73, up from 4.65 last year. The top five rated purchasing brands by women are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep and Chrysler.

Our company has published it’s second annual report which showcases women are having empowering experiences at progressive car dealerships in the United States.

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.”

The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, women are empowered by the opportunity to share their voice and provide productive opinions. Generally, these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Key Findings

• When shopping for a vehicle, the overall WSI was 4.37, up from 4.25 last year. The top five rated shopping brands by women are Volkswagen, Ford, Chevrolet, Jeep, and Buick.
• When purchasing a vehicle, the overall WSI was 4.73, up from 4.65 last year. The top five rated purchasing brands by women are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep and Chrysler.