You already know that women wield major purchasing power. You’ve heard the stats and seen firsthand how women are flocking to your stores for products and services. But what would it actually look like to better serve these women customers and grab hold of this unprecedented opportunity? Should the accessories department smell like lavender or lemons?
Here’s the good news: Women aren’t asking you to paint the industry pink. There’s no need to play Sarah McLachlan at the checkout counter or to throw in a free manicure with every case of oil. The vast majority of women would roll their eyes at such gender-specific efforts anyway.
Here’s the even better news. The traditionally male-dominated home improvement industry has experienced an incredible influx of women customers over the last several years. These same adventure-seeking do-it-yourselfers are filling your stores and buying auto care products. Home improvement centers have responded to this new breed of empowered handywomen with smart, savvy changes at the grass roots, retail and manufacturing levels. The entire industry is going through a subtle transformation, which provides a perfect case study for the auto aftermarket.
Transforming the industry
If you’ve ever wished a crystal ball would predict which changes will have the most impact with women customers, now you’ve got one.
Home improvement has thrived with an approach called transparent marketing. This means tailoring your products, messages and sales experiences to meet women’s needs, without labeling your brand and products exclusively “for women.” Home Depot, Lowe’s and other home improvement stores have started widening their aisles (women like more room to browse and to examine products on lower shelves) and creating more detailed displays and room vignettes, for example.
Transparent marketing works because it acknowledges that men and women are wired a little differently, but this knowledge is implemented with subtlety and sophistication. The home improvement industry has developed full-service solutions, tailored services and products that resonate with women, but that don’t scream “pink” or alienate men in the process. Research shows that when you meet the high expectations of women (she has a longer list of what matters to her), you will often over-deliver to your male customers.
Visible marketing is the opposite of a transparent approach. Some products simply demand gender-specific language and imagery. For example, beauty, body care and some medical or nutritional items are clearly designed for men or women. (Think of Gillette’s Venus razor for women.) While vehicles and auto services have no gender lens, sometimes a visible approach can still be appropriate. Women love to learn new skills in the friendly, non-competitive company of other women, for example, so a “car care 101” class directed specifically at women might be a smart way to go.
Hybrid campaigns offer another option. In this case, the overall marketing effort might be transparent, while certain products, services or details are more visibly focused on women and their distinct needs. Home Depot has enjoyed enormous success with its “Do-It-Herself” workshops. With a multi-platform promotional strategy and a microsite where women register online for specific sessions, a full 97 percent of women who have attended a Do-It-Herself class say they’d sign up for another one.
Those are the basics. Let’s dive in a little deeper. To effectively reach and retain female customers, you have to offer a sense of trust, respect and value while providing a safe, well-organized environment. Part of the equation lies in the merchandising and details, and the other part requires smart employee training.
Retail experience
What does it look like to give your retail space and your customer experience a transparent makeover? Here are some best practices culled from other industries:
- Group products for common challenges. Men and women both have embraced value-added conveniences such as home painting kits that include paint, brushes, rollers, edging tape and drop cloths. Think about how you can group your products into convenient packages.
- Show products in context. Examples of neglected repairs or flashy, fully installed accessories can attract greater interest and confidence. The displays help customers envision completed projects and gain a better sense of the context.
- Offer insider secrets. You can build a whole campaign around providing shortcuts and special in-the-know tips. Include details that a technician might suggest, for example, but that few owners’ manuals would cover.
- Highlight your best-selling solutions. Think through your top 10 car care solutions (rank them for interest and fun) and build a display around them. Your best-selling products should be near or at eye-level.
- Create an attractive shopping environment. Focus on cleanliness and spatial organization. Aim for logical traffic flow, clear signage, engaging product displays and useful information. Install better lighting and give customers ample room to browse.
Employee training
Your staff can make or break your brand with women. Help them understand what women value in the sales process:
- Acknowledge her buying power. Women are your top decision makers, so treat them as such. The way you communicate with women can be even more important than the product, service or price.
- Position your staff as “filters”. Women value peer and expert recommendations, whether they’re making big-ticket purchases, trying unfamiliar services or seeking a second opinion. Your staff can become a valuable resource by highlighting exceptional products, opportunities or discussing how other customers are effectively using certain items.
Nuts and bolts: A round-up of auto industry stats
- Females make 53 percent of all new vehicle purchases, and the Ford Motor Co. reports that women have 95-percent veto power over vehicle purchases among couples.
- Most men will consult with their partners prior to approving an expensive repair.
- Close to 85 percent of American women are responsible for the maintenance of their vehicles; 65 percent of all do-it-for-me customers are women, according to the Car Care Council’s Women’s Board, part of the Automotive Aftermarket Industry Association (AAIA).
- Even if a man’s name is in the computer file from bringing a vehicle in for repairs the first time, subsequent transactions are likely to be handled by a woman.
- Women account for 40 percent of the vehicle buyers within the sport utility vehicle and light truck segment, and close to 18 percent of them use these vehicles to reach off-road hunting, fishing and camping sites, according to lifestyle research from Microsoft Corp.
- The Woman Motorist Internet site reports that women buy 52 percent of all used cars.
