WOMEN’S WEDNESDAY #95: What’s Your 2021 Auto Brand Purchasing Score with Women?

Posted: March 17, 2021 by Anne Fleming, Car Buying Advocate

When Purchasing StatsWomen are the face of consumers at dealerships today. Nationally, 45% of vehicles purchased at franchised dealers are bought by this market segment. Women-Drivers.com has extracted the data from car dealer reviews and survey scores and correlated them to the OEM’s. The graphic on the right shows the 2021 Percentage of Women who Reported Purchasing Vehicles Independently by Brand1. Further, 6 in 10 women account for fixed ops customers.

Dealers have overlooked messaging directly to women in their marketing, placing them under the umbrella of the “general population” of consumers. Competition is ruthless. It’s time to engage these buyers with a new communication platform to get their attention early in the buying process to have them visit your dealership.

Why This Matters

A 1% increase in sales is exceptional at a dealership or an OEM.

  • How would that translate in retention and revenue?
  • What roadblocks exist that stop you from achieving the national avg? Or, going beyond?
  • Do you track and measure what your volume is to this market segment?

Next Steps
We package your message and connect you to more buyers by showcasing exceptional peer reviews and providing high-quality blog content for your website. These buyers are looking for relational experiences and we are the specialists to help you standout and achieve this.

With our proven, FREE Blueprint sell 50-60 more cars per rooftop.

Increase buyer retention and sales by shifting your messaging before the visit.

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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.