More Dealers Catching on to the Importance of Female Buying Power

August 06, 2008

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THOUSAND OAKS, Calif. — Even in a weak auto retail environment and slow economy, more and more dealerships are clueing into the importance of serving female shoppers. In fact, in a slow sales atmosphere, properly catering to women may even be more vital than ever.

Showing this trend, AskPatty.com reported it has seen a significant upswing in interest from dealerships, as the industry reaches out to female consumers with hopes to attract a major buying base in a time of slumping sales. The company attributes part of this success to an online marketing campaign and part simply due to the times.

According to officials, AskPatty.com has experienced a 50-percent rise in new contracts, as dealerships look to train their entire customer-facing staff, including personnel in sales, service, parts counter and finance operations.

Doing so can prove to be fruitful, as women spend an estimated $300 billion per year on vehicle purchase, maintenance, repairs and service, the company noted.

"Women purchase the majority of new-vehicle sales in the United States," stated AskPatty.com president and chief executive officer Jody DeVere.

"Despite the economic slowdown, our new customer sign-ups are at an all-time high. Dealerships recognize the woman car buyer's propensity to find online advice before making a major purchase," DeVere continued. "AskPatty.com can legitimize a dealership in the eyes of interested female customers."

According to officials, much of AskPatty.com's growth can be attributed to the site's online traffic conversion tools, which are developed by Sapha. This company designs the three-minute HookTour to explain the site's dealership certification program and benefits.

Essentially, the site has utilized these tools to convert e-mail and Web interest into AskPatty's shoppers.

"We are currently converting 25 percent of our online Web traffic through the use of Sapha's conversion tool," DeVere said. "With interest at an all-time high, we are making sure to convert that interest into real sales."

Benoy Tamang, founder of Sapha, added: "AskPatty.com has a unique service that auto dealers can benefit from — especially during a slow sales period.

"By condensing their message into a direct response online conversion system, dealers are able to see the benefits available to their dealerships," Tamang continued.

One dealership in particular, Maine-based Linnehan's, discussed how partnering with AskPatty has benefited the store.

"Linnehan's has long recognized that women have long felt alienated by the automotive industry," commented Ryan Linnehan, president and marketing director for the store. "A good part of our success over the past 58 years has been from treating our female customers with the honor and respect they deserve.

"Partnering with AskPatty.com was a logical step," he continued. "We want to provide women with the best automobile buying and owning experience in the state of Maine."