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How Your Dealership Can Capitalize on Emoji’s

Last time, we discussed how imperative it is for your sales advisors to recognize, understand and empathize with the emotions of each buyer. Discerning emotions can impact the approach and the sale. And this, readers, directly influences your dealership’s reputation!

Women & Reviews: A Closer Look
Women-Drivers Certified Trusted Dealers have a 92% Satisfaction Rating which is 23% higher than Non-Certified Dealers. How does this translate to your CSI and Retention Rate?
In a BIG way.

Maybe it's time for you to consider what the cost is of not having a marketing plan to women. Learn More Now.

First to Market: Emoji’s Boost Sales & Reputation
Emojis are pervasive in social media, and serve an important purpose. Since emoji’s are so common, people have adapted to both selecting and interpreting the meaning behind them.

Since women rely on dealer reviews 50% more than men, it is important that women not only be able to read reviews by other women, but that can see at-a-glance summary of someone’s experience. Women-Drivers.com added emoji’s to help reviews better identify their feelings. And, it's quick.

How can your dealership capitalize on the use of emoji’s? Ultimately, the emotions experienced go beyond classification within a few emoticons. Emotions make up a large part of a shopper’s experience. This will result in happy, smiley faces on both your customers and in your reviews! And, your bottom line.

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Women Buyers… Show You How they Really Feel

Women are where it’s at when it comes to buying cars! They are also more generous with car dealer review scores!

We are so excited to share with you the Women-Drivers.com slick new mobile site, now with emojis.

With the increased participation of dealers and reviewers alike, its paramount that we continue to deliver a website and mobile platform that are more relevant for both.

The company is unveiling an industry-first by allowing the user to choose from five emojis when reviewing their Purchasing, Shopping or Service Drive experience. Emojis are used everywhere and are a quick way of expressing feelings. This supplemental feature allows women to share their overall dealership experience. The five emojis users can choose from when reviewing their Purchasing, Shopping, or Service Drive experience are:

Other New Features include:

  • Snap a Selfie and #TagYourDealership
  • Top Certified Trusted Dealer comes up first in zip code search
  • Simple to Access Your Dealership
  • Easy to use interface to read or write a review

Did You Know?

Women are responsible for influencing 85% of all vehicle purchases. In 2015, 45% of women buyers reported they purchased their car by themselves. Get Your Edge Now

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This week we are having a look at relationships with women customers. Traditionally, after women buy their car, they come into your store for mandatory service visits or for a recall. It's a bit like a Yo-Yo effect. What do more meaningful and ongoing interactions with women look like? A dealership might offer free car washes or birthday oil changes? What about a “happy anniversary this-is-the-day-you-bought-your-car-here-and-we-appreciate-you” tire rotation? These are opportunities to build relationships with women customers and for her to keep you top of mind.

Innovative Engagement and Enrichment
Innovative digital tools like Women's Car Guide provides touch points to cultivate and build a trusting relationship with your female clients that keeps you in a fluid relationship, while providing educational tips to women+families.

A woman may just buy a car every 5-8 years, but she uses it several times a day. Content in the Women’s Car Guide can be seen as a trusted resources all year round by emailing her articles that are relevant to her. Or, they can be used in newsletters to all your subscribers. The mobile responsive Women’s Car Guide integrates into your website to showcase lifestyle and life-stage articles.

It improves time spent on a dealer’s website. Content also auto-posts to the dealer's Facebook page. Reviews are also integrated to showcase transparency with this emerging market that relies on authentic feedback.
Click to see Women's Car Guide.

In the world of connectivity, click here to learn how to stay top of mind with your women shoppers.

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Think Like a Woman @ Your Dealership

A recent Wall Street Journal article titled “Car Sellers Refine Pitch to Women” revealed that more women are driving than men. In fact, there are 105+ million women on the roads today, as opposed to 104+ million men and more elderly women are holding on to their driver’s license (USA Today, Nov. 2012). As the relationship women have with their cars tightens, it’s time the industry takes notice and adjusts their pitch to reflect a more engaging “hello."

So how can a dealership make that emotional connection with women? Rattle off horsepower numbers? Well, sure that’s one way. Another innovative way dealerships can connect is through the discussion of UV damage through windows and the windshield. Melanoma is on the rise and women’s hands bake in the sun while driving. As Americans, especially Californians, spend more and more time on the road (up to 600 hours a year), that’s more time spent exposed to the deadly powers of the sun.

Did you know that skin cancers occur more commonly on the left side of the body because that is the “driving” side (www.skincancer.org). A woman’s left arm and hands are constantly exposed. With hundreds of hours spent in the sun every year, her skin is increasingly at risk for skin cancer. Additionally, her skin is significantly aging (and let’s face it, the hands always give away a woman’s age).

The Skin Cancer Foundation provides guidelines for preventing skin cancer. The first, and best, line of defense is covering up with clothing, preferably UPF-rated clothing—not sunscreen. While sunscreen is the second best alternative, it must be applied every two hours to work. Rarely is this done; sunscreen is messy and reapplying is inconvenient when a woman is driving to and from work, picking up the kids from school, or running errands.

Beyond health concerns, think of it from a marketing perspective. Your concern regarding UV damage shows that you care. As buyers, women want you to care about them as people, not just the safety factor of the car. They would love it if you left a pair of fashionable UPF driving gloves in the car as a “safety precaution” and thank you gift. They would tell all of their friends about that and you would have a friend for life!

This is why you should meet Sundriven UV Apparel. After having lost relatives to melanoma, the founder was determined to create safe, fashionable products for women that prevent against sun damage. The result was the perfect driving glove with a UPF 50+, the highest rating. There is no sunscreen on the market that can protect like these eco-friendly, sustainable, and luxury driving gloves can.

For more information to assist with information for your women clients, sharing more information on your social channels, or offering this innovative type clothing when driving, contact Sundriven. Women’s Month is just around the corner!

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