Executive Team

Anne Fleming

Founder and CEO

Anne’s passion has been designing a groundbreaking data measurement system to track over 400 behaviors, experiences and preferences of women consumers’ footprint at car dealerships. This arose out of her desire to give this unconsidered demographic a voice.

The business was brought about while Anne managed a $30M sales department and negotiated for her company, she was uncomfortable going to the car dealership to buy a vehicle. She hired someone to help her with the process. A good friend asked, “why she gave her power away.”

This poignant question changed the trajectory of Anne’s career and led her to become interested in how other women approached this buying experience. As Anne explored search engines, she found virtually no statistics. The lack of findings led to the creation of the platform.

Anne’s quest is to continue to highlight this consumer and their importance, by unpacking their experience from the general population.

The company has been featured in The Wall Street Journal, ABC News, USA Today, Smart Money, MarketWatch, Bloomberg, and other national media. Anne is a contributor to industry leading publications like Auto Success, Digital Dealer, Driving Sales and Auto Remarketing.

Previously, Anne spent 20 years in strategic branding, product development, and as a buyer for American Eagle Outfitters, Atlantic Luggage, and Baldwin Lighting.

Don Morrison

Director of Business Development

Don is a serial entrepreneur and visionary leader who has consistently leveraged technology to improve the customer experience and top and bottom-line results. Don has been involved in the growth and development of several businesses, including American Eagle Outfitters, from 1 to 165 stores as President and CEO, Sundance Catalog Company as Executive Director, and Bear Creek Corporation as Senior VP of Sales and Marketing.

Don is currently Chairman of Deal Flow for BlueTree Allied Angels, a Pittsburgh-based angel investment organization and also serves as an Entrepreneur in Residence at the University of Pittsburgh’s Innovation Institute.

Don is actively involved in Business Development and Market Strategy at Women-Drivers.com.

Jon SingerJon Singer

Chief Technology Director

Jon has been involved with software architecture and implementation for more years than he’d like to admit. In that time, he’s assisted startups and well-established enterprises, in each case designing and implementing systems that solve business problems.

Jon is the president of TechRiver, LLC, a software development company near Pittsburgh, PA that creates custom software, mobile apps and web-based applications that help businesses run better.

Jon serves as the Chief Technology Director at Women-Drivers.com.

Connect with More Women Drivers:

Communicate tangible value-adds in your advertising.

If your store provides overnight loaner cars, include this in your messaging. It’s the #1 concierge item requested by women.

A confident, pleased buyer who writes a great review of her experience can influence countless other women to follow her lead.

Ask, track, and always respond to reviews.

Reviews are 3 times more influential than advertising when women buy a car.

Women want to read others’ experiences to help verify what dealerships to visit. Showcase these valuable testimonials on your home page or their own navigation section to build trust and credibility – don’t hide them in ‘About Us.’

One Size Does Not Fit All.

Step back and ask, who does your advertising really speak to?

Women are looking for connections with car dealerships.

Enhance your advertising by investing part of your ad dollars into what’s in it for her. Include dealer reviews and ‘Dealer of the Year’ awards. Remember to also sell your dealership, not only cars.

Never miss a simple action to upsell your store.

Offer a 3-minute tour, share about extended service center hours, mention that you offer overnight loaner cars, and give a free car wash coupon. Always look to surprise and delight.

Develop relationships with online guests.

Provide informative, helpful content in your BDC email response as well as link to reviews highlighting authentic consumer experiences.

76% of women rated their dealership’s website 3 out of 5 stars.

As the first point of engagement for customers, be sure your website represents your brand well, conveys trust, is welcoming, and contains educational content that adds value.

The #1 digital resource women use when buying a car is the dealership’s website.

Include images of women throughout your digital assets and online marketing campaigns.

It takes more than having a female spokesperson to market to women.

The #1 reason women choose to buy is TRUST which requires implementing new behaviors, attitudes, processes, and messaging.

Make your dealerships a welcome destination for all customers.

Always greet your customer through active listening, use empathy and understanding, and taking an interest in what they need or want – even if it’s outside the car purchase.

Include informative, engaging content on your website.

It helps build trust and ensures guests get value from your brand.

Behavior Economics demands tracking when your customers fall off.

Dealers with outdated behaviors and attitudes are losing traction with women in this competitive industry.

Measure and track the number of women leads and buyers each month.

You can’t grow what you don’t know.

Create the right conditions for the sale on the first visit.

Ask questions, listen, and get to know the customer. Never interrupt and don’t assume. Consider there won’t be a second visit.

Dealers need to shift the paradigm to effectively engage, market and optimize sales to women.

What is your Trust Dashboard with this market?

53% of millennial car buyers are women. Almost 4 in 10 women are the breadwinners in their family.

How is your current and future customer demographic represented in your front line team?

Crack the code by turning reviews into real-time data to make yours the go-to store.

Our platform collects unprecedented pre- and post-purchase analytics about what your #1 buyers want and prefer from participating dealers.

Transform your messaging and make the showroom more customer-centric.

92% of reviewers choose to opt into a 25-question survey summarizing their visit. This unbiased data is available in predictive analytics WSI (R) Dealer Data reports chronicling what these buyers want and experience.

Game-Changing Predictive Analytics.

What women want at the dealership has predominantly been an absent dialog; those statistics and conversations have generally been national. Dealers now have access to their own proprietary data through our platform. This provides leaders at each business the ability to have honest insights allowing for predictive awareness of behaviors, preferences, and experiences.