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Retail marketing and customer care


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Retail Marketing - Harnessing the Power of Integrated Marketing Communications - Customer Care and The Female Market - Chapter 2

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Retail marketing and customer care

  1. 1. Customer Care & The Female Market Chapter 2 By GARY POTTER Retail Marketing Harnessing the Power of Integrated Marketing Communications
  2. 2. ‘This is a man’s world’
  3. 3. 3 ‘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!
  4. 4. Get the Female Market right and you’re all winners!
  5. 5. 5 Introduction You 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!
  6. 6. of women said that advertisers don’t understand them. 91%
  7. 7. 7 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 data In 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.
  8. 8. More interestingly, women account for the purchase of*: 91% of New Homes 66% PCs 92% Vacations 80% Healthcare 65% New Cars 89% Bank Accounts 93% Food 93 % OTC Pharmaceuticals 58% of Total Online Spending
  9. 9. 9 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.
  10. 10. You’d have thought marketers would appreciate the importance of the female demographic?
  11. 11. 11 ? So, where is it going wrong and, more importantly, what are companies doing about it, and how?
  12. 12. 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
  13. 13. 13 The other four are businesses with which women have made their dissatisfaction very clear: and health care.
  14. 14. 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...
  15. 15. 15 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’.
  16. 16. 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.....
  17. 17. 17
  18. 18. On top of this... a recent ‘Car Care’ survey found that women make up 65% of the customer base for vehicle service centers.
  19. 19. 19 Unfortunately, 80% of these with the service and repairs they receive, and 89% feel because of their gender.
  20. 20. More interesting facts:
  21. 21. 21 Women purchase a automotive products and services.
  22. 22. 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.
  23. 23. 23 ‘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.
  24. 24. Other observations regarding contemporary female lifestyle.
  25. 25. 25 There are now more women in the workforce than ever before and it’s growing in proportion to men.
  26. 26. Between 1970-2007, women’s earnings increased 44%, compared with 6% increase for men*
  27. 27. 27 Earning for female graduates increased an 30.8% since 1979, compared with a 16.3% increase for male graduates*
  28. 28. In December 2012 a detailed study revealed, women drivers are on the increase while men are becoming less mobile.
  29. 29. 29 The Report showed that at least 2.5 million more women have driving licenses than in 1995 - a 14 per cent increase.
  30. 30. And women are driving much further with their mileage increasing 22 per cent.
  31. 31. 31 In contrast the report found that have a licence, possibly deterred by the high cost of motor insurance.
  32. 32. This UK report was commissioned by Regulation, the Independent Transport Commission and Transport Scotland.
  33. 33. 33 It highlighted that the increase in the number of women on independence.
  34. 34. It also stated that today women have on average at 28, compared to 25 in 1980.
  35. 35. 35 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.
  36. 36. Strikingly it is women who have increasingly taken to the wheel. independence over recent decades.
  37. 37. 37 YET!
  38. 38. With these new statistics and females becoming far more prominent in the driving seat, the car aftercare marketing is still geared towards male drivers.
  39. 39. 39 Even ‘today’ local newspapers carry these types of adverts:
  40. 40. 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.
  41. 41. 41 A mass of information confusing to both male and female readers. Lack of femininity in imagery, colour or style.
  42. 42. 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?
  43. 43. 43 A tyre advert that’s hidden amongst a jungle of other retail adverts. doesn’t address a female or personable audience.
  44. 44. Therefore, if you’re in the automotive aftercare business: tyres, exhausts, batteries, accessories or car servicing...
  45. 45. 45’re missing out on a vast opportunity!!
  46. 46. Our experience can help you take advantage of this huge, virtually untapped market... GO TE NEW 2016 PIC!! W E W ON’T BE BEATEN ON PRICE 5 YEAR W ARRANTY ON ALL TYRES OPEN: MON-FRI 8.30-6.00 SAT: 8.30-4.30 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 FREE GIFTS GAMES COMPETITIONS
  47. 47. 47 ...we can either look at a complete marketing strategy built around this rapidly developing and exciting female sector.
  48. 48. Or build and develop on what what you’ve already got. with your company’s style and ethos in terms of... WE’LL COVER YOU OURSERVICE
  49. 49. 49 Press Advertising PR Websites Videos Reception Facilities Launches Flyers/Direct Mail Social Media Case Studies Environmental Policies Health and Safety Well Being Interior Design Forecourt Layout Interior Display Exterior Display Customer Service ...the complete marketing mix:
  50. 50. 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...
  51. 51. 51
  52. 52. 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.
  53. 53. 53 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.
  54. 54. 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.
  55. 55. 55 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