Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Ashley Mabery

Ashley Mabery Director | Retail Performance

Exclusive Blog Posts

The Q1 Inventory Glut - Expert Insight

The Q1 Inventory Glut - Expert Insight

You've heard about it, read about it, and probably experienced it. Q1 for the auto industry was a pretty rough one. Experts are diving into what the pr…

Online Reviews Drive Customers to Your Dealership

Online Reviews Drive Customers to Your Dealership

We’ve been in the business of reviews for quite some time now – 15 years to be exact.  As DealerRater has grown, so has the power and infl…

Devising a Perfect Landing Page

Devising a Perfect Landing Page

When your business is taken online, you have to make sure your website is generating customers and visitors. This is one of the most important things in on…

Why Writing Down Sales Goals Inspires Action

Why Writing Down Sales Goals Inspires Action

As you're considering your business plans for the upcoming year, you may have decided that you want to start setting larger goals for your business. In…

Most Valuable Insight WINNER - Ian Curickshank

Most Valuable Insight WINNER - Ian Curickshank

How well does dealership VDP engagement correlate to car sales? What do you measure your online marketing on? I'm sure lead form submissions are…

Women Car Shoppers

Women-Drivers.com recently released their 2015 US Women’s Car Dealership Report which contains the findings of their survey of over 3,450 women regarding buying vehicles and their car dealership experiences. Some interesting insights regarding women car shoppers can be gleaned from the results.

To start, women car shoppers have increased overall. The most popular vehicles shopped include Volkswagen, Ford, Chevrolet, Jeep, and Buick, while the most popular vehicles purchased include Mercedes-Benz, Lincoln, Dodge, Jeep and Chrysler. In fact, numbers are up across the board – including increased leasing and servicing completed by women car shoppers.

Where it gets interesting for digital marketers is that almost one third of women car shoppers surveyed reported that the dealership website was not helpful! Women in the survey visited on average 2 dealerships before making a purchase. Over half went by themselves in person to shop, and most of those that leave without purchasing never return. Just under half of the women surveyed went to the dealership alone to actually purchase the vehicle.

These findings send some clear signals both to dealerships and digital marketers. Women car shoppers are increasingly handling the business of buying a car by themselves, and most dealerships have just one chance to capture that buyer. Marketers should ensure that their websites take into account items that might make it easier for women shoppers to submit a lead. What changes would you make to your internal processes and/or marketing strategies to make sure that you are capturing women car shoppers?

Megan Barto
Do you think these same statistics would apply to men buying a car? Do you think that 1/3rd of men surveyed would not find a dealership website helpful? Has anyone surveyed BOTH men & women & seen if there really is a true difference in their automotive shopping styles?
Anthony Levine
^ That would be nice to see. I find it interesting though that this type of study does exist which isolates women. I think the main takeaway is the fact that women are increasingly handling most of the car buying process on their own.
Megan Barto
My other questions is - these women that said the dealership's website "isn't helpful" - what are they hoping to see? It's great we have this data, but it would be even better to have actionable data... any ideas, Ashley?
Ashley Mabery
Megan, One of the interesting findings is that when leasing 77% of women found the website helpful, and other studies done in 2013 found that women preferred emails with coupons as opposed to men who preferred searching the web for information. Typically dealer websites offer a number of lease specials along with payments and term information, on the contrary we tend to shy away from that type of marketing when advertising for a purchase.

 Unlock all of the community & features  Join Now