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

1. Customer Care &
The Female Market
Chapter 2
By GARY POTTER
Retail Marketing
Harnessing the Power of
Integrated Marketing
Communications

2. ‘This is a man’s
world’

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. Get the
Female Market right
and you’re all winners!

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. of women said that advertisers
don’t understand them.
91%

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. 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
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. You’d have thought marketers
would appreciate the importance
of the female demographic?

11. 11
?
So, where is it
going wrong
and, more
importantly,
what are
companies
doing about it,
and how?

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
The other four are businesses with which
women have made their dissatisfaction
very clear:
and health care.

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
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. 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

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
Unfortunately, 80% of these
with the service and repairs
they receive, and 89% feel
because of their gender.

20. More
interesting
facts:

21. 21
Women purchase a
automotive products
and services.

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
‘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. Other observations
regarding contemporary
female lifestyle.

25. 25
There are now more women
in the workforce than ever
before and it’s growing in
proportion to men.

26. Between 1970-2007,
women’s earnings
increased 44%, compared
with 6% increase for men*

27. 27
Earning for
female graduates
increased an
30.8% since
1979, compared
with a 16.3%
increase for male
graduates*

28. In December 2012 a detailed
study revealed, women drivers
are on the increase while men
are becoming less mobile.

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. And women are driving much
further with their mileage
increasing 22 per cent.

31. 31
In contrast the report found that
have a licence, possibly deterred
by the high cost of motor
insurance.

32. This UK report was commissioned by
Regulation, the Independent Transport
Commission and Transport Scotland.

33. 33
It highlighted that the increase
in the number of women on
independence.

34. It also stated
that today
women have
on average at
28, compared
to 25 in 1980.

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. Strikingly it is women who have
increasingly taken to the wheel.
independence over recent
decades.

37. 37
YET!

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
Even ‘today’ local
newspapers carry these
types of adverts:

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
A mass of information
confusing to both male and
female readers.
Lack of femininity in imagery,
colour or style.

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
A tyre advert that’s hidden
amongst a jungle of other
retail adverts.
doesn’t address a female or
personable audience.

44. Therefore, if you’re in
the automotive aftercare
business: tyres, exhausts,
batteries, accessories or
car servicing...

45. 45
...you’re missing out
on a
vast opportunity!!

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
www.ourtyres.co.uk
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
...we can either look at a
complete marketing strategy
built around this rapidly
developing and exciting
female sector.

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
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. 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

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
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. 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
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
gary@sizcreate.freeserve.co.uk