Do You Cater to Female Customers?

Fast lubes need to recognize this important demographic

By Sara Cooper Reprinted with permission from Modern Car Care, the premier magazine of Car Care professionals.

For more information, visit www.moderncarcare.com.

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Today, women make up 49 percent of the work force, own 36 percent of U.S. businesses, and purchase 50 percent of all vehicles, according to the National Institute for Automotive Service Excellence (ASE). With such staggering figures, it might be wise for lube centers to begin paying more attention to a demographic that is making up more and more of the customer base.

Modern Car Care spoke with Nancy White, director of consumer relations for ASE and a member of the Car Care Council Women's Board, to hear her views on recognizing the needs of the female customer at fast lube centers. The verdict? It takes a bit more than a copy of Vogue and a comfy lobby to keep today's female consumers content.

How do you think lube centers can cater to their female customers?

I would say much like many other automobile service outlets or retail outlets can, by making sure that their technicians, service writers and counter people are aware that a large percentage of their customer base is female. According to our statistics and testimonials from numerous shop owners, more than 65 percent of the customers coming in are women. And that means having a cleaner waiting room, some female magazines on the table, and making sure that everyone is communicating correctly. It's just being aware and paying special attention to the needs of female consumers.

How can lube centers deal with the stereotypes surrounding female customers?

One of the most common complaints I hear from women is that they walk in and they feel that the person across the counter looks at them as though they're idiots. Perhaps going a little more out of the way to make those customers feel important and empowered is the answer. That might mean explaining things in a little more detail. Not to sound gender-biased, but women are more detail-oriented, and so they like to have things explained to them. This isn't because they're stupid, but because they prefer to know what the details are and what's involved in the process.

Would you suggest training for employees on how to avoid stereotypes and meet the female customer's needs?

That's a wonderful thing to promote and encourage at lube centers and all sorts of service facilities for those employees that have direct contact with the customer. It goes back to male customers as well. I think the difference between female and male customers is that males may indeed feel the same level of discomfort, they just don't say, "I feel stupid" or "I don't know what they are talking about." I think women may tend to admit that a little more frequently. Because cars are becoming more and more complicated, however, and more and more computer-controlled, the average person, whether they are female or male, may have a lesser understanding of how the components work together.

How do you think the female customer experience differs from that of the male counterpart?

I think they tend to walk in the door with that intimidated feeling, whether it is a simple oil change or something like a brake repair. Right up front there is that feeling of intimidation and that fear that they will be taken advantage of. And that's why organizations such as ASE are out there trying to educate female consumers on things they can do to be prepared before they even get to that point at a repair facility or a lube center. Female customers should be encouraged to find a place in which they feel comfortable going to instead of going somewhere simply because they offer the best deal. I know a lot of service facilities in our area are starting to promote really basic car-care clinics. And I think that is a wonderful community-outreach program that a facility can offer. What better way to build a rapport with motorists in your community? And, with that, I think that women start to feel more comfortable and will tend to come back. That's great word of mouth.

What kind of educational tools does ASE offer?

I think we go back to the basics. We have a series of brochures that we call the Glove Box Tip Series, and they focus on a number of issues. We have a specific brochure that was developed for female motorists. It's basically a compilation of a number of our other brochures detailing how female motorists as well as males can better communicate with service writers and technicians. And again, the idea behind that is to empower the consumer so they walk into that repair facility feeling more knowledgeable. They are less likely to feel that they will be taken advantage of.

Is catering to female customers a recent trend?

I think it started within the last five years, and I think the recognition has grown a lot in the last two years, whether it be from the manufacturing side or the after market. The service facilities are seeing that the statistics are there, the numbers are there, the testimonials are there, and I just think it is a broad-based recognition that this is starting to happen and people are starting to pay attention. I mean, even our focus has changed in the last few years in really reaching out to females. It's a really good hook with consumer media, so it's getting attention that way as well. So the industry may have been aware and started picking up on it as far back as 10 years ago. But as far as catching on with the consumer media, I think that has only been in the last few years.

What sort of feedback have you received from programs geared toward female motorists?

It's very positive. As a matter of fact, I was recently at a consumer show in Birmingham, AL, and the emphasis of the show was on reaching females. It wasn't all automotive. It was all types of service. Women would stop at our booth and say "This is great information. We need to know this. What can we do? What should we be doing?" So, the response is always very positive. And I think that goes back and substantiates the fact that women really are doing this. The numbers aren't just numbers. The consumers are speaking out and saying, "Yes, we are part of this growing trend of consumers that are going to repair and service facilities."

I think the industry still has a way to go. It needs to find different venues to reach motorists. Making some of the basic changes, like magazines in the waiting room and keeping a cleaner restroom, are all great and important, but unless you are reaching out to the community and advertising that you are doing things to reach that consumer, I'm not sure that people are listening. So I think the industry still needs to step up to the plate more and be out there in educating consumers. It really has to be a collaborative effort of everyone reaching out to those consumers to make them feel more comfortable, because if they start to feel more comfortable, they are going to have a better image of all of us, whether we are in mechanical repair or operating a lube center.

For more information on ASE, or to obtain the Glove Box Tips brochure series for your lube facility, visit the ASE website at www.asecert.org.

Putting Theory into Practice

It is hard to ignore the large number of women who are taking responsibility for the maintenance of their vehicles today, and many lube centers are finding day-to-day ways to cater to their female customers.

Jiffy Lube has recently made a concentrated effort to revamp its image to appeal to the changing demographics. Plans are underway to remodel customer waiting areas at 100 of its company-owned service centers within the next year. The renovated waiting areas will include current issues of top women's publications, Starbucks coffee, leather furniture, Internet access, children's play areas, satellite TV and more.

The Valvoline Company is currently focusing its attention on the "soccer mom," according to Nancy Beauregard, public relations representative for The Valvoline Company. It has entered into a program with major league soccer and plans to give away signed soccer balls at its Valvoline Instant Oil Change locations, with oil-change proceeds going to local youth soccer organizations.

"Although you would traditionally think men were the only ones interested in car care products, we've found through research that a large number of women are actually the ones who take the best care of their cars and are the most concerned about them," Beauregard says.

She does not feel, however, that women's expectations are any different from men's when considering service. Regardless of gender, "When you go in to get your car washed or your oil changed, you expect the best service possible," she says.

Steve Christie, executive director of the American Oil Change Association, says many companies are doing some sensitivity training with their employees as part of their educational programs. He believes programs should focus on learning to acknowledge female customers' competence when it comes to their own cars, as well as deal with issues of sexual harassment that, unfortunately, do arise.

Promoting customer comfort and satisfaction is nothing new to the fast lube industry. Simply extending customer-service philosophies to the female customer is the first step to better serving this growing demographic.