‘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
Female Market right
and you’re all winners!
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!
of women said that advertisers
don’t understand them.
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.
More interestingly, women account for the
91% of New Homes
65% New Cars
89% Bank Accounts
93 % OTC Pharmaceuticals
58% of Total Online Spending
Women control over £15 Trillion in
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?
So, where is it
doing about it,
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
The other four are businesses with which
women have made their dissatisfaction
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...
Since it’s inception, the
industry has notoriously
failed at appealing to
the female market,
in terms of customer
service and treatment
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 -
Women purchase a
25% of women
their vehicles and
tackle jobs like
and checking and
to have tyres, exhausts and shocks replaced.
which shows that air
fresheners, car wash
accessories, tyre care
products, waxes, polishes,
wheel cleaners and wiper
blades are all popular with
There are now more women
in the workforce than ever
before and it’s growing in
proportion to men.
increased 44%, compared
with 6% increase for men*
with a 16.3%
increase for male
In December 2012 a detailed
study revealed, women drivers
are on the increase while men
are becoming less mobile.
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.
In contrast the report found that
have a licence, possibly deterred
by the high cost of motor
This UK report was commissioned by
Regulation, the Independent Transport
Commission and Transport Scotland.
It highlighted that the increase
in the number of women on
It also stated
on average at
to 25 in 1980.
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
Strikingly it is women who have
increasingly taken to the wheel.
independence over recent
With these new statistics and
females becoming far more
prominent in the driving seat,
the car aftercare marketing is still
geared towards male drivers.
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
No features such as clean,
areas, TV’s and magazines,
No attractive male or female
technicians or customers.
A mass of information
confusing to both male and
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
A tyre advert that’s hidden
amongst a jungle of other
doesn’t address a female or
Therefore, if you’re in
the automotive aftercare
business: tyres, exhausts,
batteries, accessories or
...you’re missing out
Our experience can help
you take advantage of this
huge, virtually untapped
ON’T BE BEATEN
5 YEAR W
OPEN: MON-FRI 8.30-6.00 SAT: 8.30-4.30
...we can either look at a
complete marketing strategy
built around this rapidly
developing and exciting
Or build and develop on what
what you’ve already got.
with your company’s style and
ethos in terms of...
Health and Safety
...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
Pirelli - are now making progress...
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
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
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.
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:
Tel: +44 (0)121 569 7785