retail marketing and customer care
TRANSCRIPT
Customer Care & The Female Market
Chapter 2By GARY POTTER
Retail MarketingHarnessing the Power of
Integrated MarketingCommunications
‘This is a man’s world’
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‘This is a man’s world
But it wouldn’t be nothing
Not one little thing
Without a woman or a girl’
Source: James Brown
NOit’s not!
Get theFemale Market right
and you’re all winners!
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IntroductionYou may have read and found interesting
my previous document: Retail Marketing -
Automotive Aftercare, The Power of Integrated
Marketing Communications. This latest
document focuses on the Female Market, and
it follows: if you get that right, the application
of excellent customer care will be successfully
delivered to all your customers, no matter what
sex, race, age, creed or ability!
of women said that advertisersdon’t understand them.
91%
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85%However, in the US, women account for 85% of all consumer purchases, including everything from cars to food, and spend
about £3.5 trillion annually*.
Footnote: Use of American dataIn places this document uses American data, because of the lack of availability of European statistics. However, the American information does provide a good benchmark, as their lifestyle and demographics are reasonably consistent with western European standards, in terms of population type, size, inclusivity, disposable income, and material consumption.
More interestingly, women account for the purchase of*:
91% of New Homes66% PCs
92% Vacations80% Healthcare65% New Cars
89% Bank Accounts93% Food
93 % OTC Pharmaceuticals58% of Total Online Spending
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Women control over £15 Trillion in world-wide spending.
Women have tremendous spending power—and it’s growing. Market estimates
about their total purchasing prowess varies, ranging anywhere from £3 trillion to
£10 trillion annually.
You’d have thought marketers would appreciate the importance
of the female demographic?
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?So, where is it going wrong and, more
importantly, what are
companies doing about it,
and how?
Any company would be wise to target female customers, with the greatest potential lying in eight industries. Four are businesses where
women are most likely to spend more or trade
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The other four are businesses with which women have made their dissatisfaction
very clear:
and health care.
Using the ‘Automotive Aftercare’ market as a benchmark, and because it’s probably one of the worst examples within the retail sector, let’s take a closer look...
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Since it’s inception, the ‘Automotive Aftercare’
industry has notoriously failed at appealing to the female market,
in terms of customer service and treatment
at ‘point-of-sale’.
As recently and including 2015, even in this ‘politically correct’, digital age, the Pirelli
Calendar has looked like the examples on the next page; which doesn’t help the female cause
and/or their relationship with the passenger vehicle aftercare market.
For example the Pirelli Calendar - notoriously sexist.....
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On top of this...a recent ‘Car Care’ survey
found that women make up 65% of the customer base for
vehicle service centers.
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Unfortunately, 80% of these
with the service and repairs they receive, and 89% feel
because of their gender.
More interesting
facts:
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Women purchase a
automotive products and services.
25% of women are responsible for maintaining their vehicles and tackle jobs like changing wipers and batteries, and checking and
to have tyres, exhausts and shocks replaced.
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‘Aftermarket Business’ which shows that air fresheners, car wash
accessories, tyre care products, waxes, polishes, wheel cleaners and wiper blades are all popular with
female consumers.
Other observations regarding contemporary
female lifestyle.
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There are now more women in the workforce than ever before and it’s growing in
proportion to men.
Between 1970-2007, women’s earnings
increased 44%, compared with 6% increase for men*
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Earning for female graduates
increased an
30.8% since 1979, compared
with a 16.3% increase for male
graduates*
In December 2012 a detailed study revealed, women drivers are on the increase while men
are becoming less mobile.
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The Report showed that at least 2.5 million more women have driving licenses than in
1995 - a 14 per cent increase.
And women are driving much further with their mileage
increasing 22 per cent.
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In contrast the report found that
have a licence, possibly deterred by the high cost of motor
insurance.
This UK report was commissioned by
Regulation, the Independent Transport Commission and Transport Scotland.
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It highlighted that the increase in the number of women on
independence.
It also stated that today women have
on average at 28, compared to 25 in 1980.
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They are also more likely to be working, than in the 1980s, and there is an increase in the
number of middle-aged women living alone, and therefore
illustrating further their state of independence.
Strikingly it is women who have increasingly taken to the wheel.
independence over recent decades.
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YET!
With these new statistics and females becoming far more
prominent in the driving seat, the car aftercare marketing is still
geared towards male drivers.
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Even ‘today’ local newspapers carry these
types of adverts:
They presume a male audience by assuming everyone knows what a 165/70 14T is!!
No welcoming message
their premises.
No features such as clean, comfortable reception areas, TV’s and magazines, mentioned.
No attractive male or female technicians or customers.
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A mass of information confusing to both male and female readers.
Lack of femininity in imagery, colour or style.
However, the tyre technicians convey an oily, greasy, dirty business.
Uninviting and scary.
Would a female, or male even, be attracted or put off by these images?
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A tyre advert that’s hidden amongst a jungle of other retail adverts.
doesn’t address a female or personable audience.
Therefore, if you’re in the automotive aftercare business: tyres, exhausts, batteries, accessories or
car servicing...
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...you’re missing out on a
vast opportunity!!
Our experience can help you take advantage of this huge, virtually untapped
market...
GO
TENEW
2016
PIC!!
WE WON’T BE BEATEN ON PRICE
5 YEAR WARRANTY ON ALL TYRES
www.ourtyres.co.uk
OPEN: MON-FRI 8.30-6.00 SAT: 8.30-4.30
YRES FOR
BUDGET MID RANGE
PREMIUM
00.00 00.00
00.00
00.00 00.00
00.00
00
00.00 00.00
00.00 00.00
00
00.00
00.0000
FREEGIFTS
GAMES
COMPETITIONS
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...we can either look at a complete marketing strategy
built around this rapidly developing and exciting
female sector.
Or build and develop on what what you’ve already got.
with your company’s style and ethos in terms of...
WE’LLCOVERYOU
OURSERVICE
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Press AdvertisingPRWebsitesVideosReception FacilitiesLaunchesFlyers/Direct MailSocial MediaCase Studies
Environmental PoliciesHealth and SafetyWell BeingInterior DesignForecourt LayoutInterior DisplayExterior DisplayCustomer Service
...the complete marketing mix:
For 2016, Annie Leibovitz, the American portrait photographer, has been commissioned for the Pirelli Calendar, and she’s taken
radical and brave steps, to portray women for their strength and intellect rather than their
sexuality.
Pirelli - are now making progress...
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Once companies wake up to the potential of the female economy,
in women’s social concerns. Women seek to buy products and
services from companies that do good for the world, especially for
other women.
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Brands that—directly or indirectly—promote physical and
emotional well-being, protect and preserve the environment,
provide education and care for the needy, and encourage love and
And women are the customer. There’s no reason they should settle
for products that ignore or fail to fully meet their needs, or that do
stereotyped, segmented only by age or income, lumped together
from men.
the foundation for post recession growth. A focus on women
as a target market—instead of on any geographical market—
will up a company’s odds of success when the recovery begins.
Understanding and meeting women’s needs will be essential
to rebuilding the economy; therein lies the key to a successful
business with strong growth, loyalty, and market share.
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This is only the tip of the iceberg in terms of marketing to the
female sector, hopefully it will give food for thought when you’re
next advertising or updating your website.
If you need help and advice in this area call or email:
Gary Potter
SIZZLE
Tel: +44 (0)121 569 7785