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Ashley Mabery

Ashley Mabery Director | Retail Performance

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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.

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