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What do women want in an automotive service and car care center? What would get most women to try a new service center?

Answers from the Automotive Experts

Patty Streeter,  at Bernice Sanders says: "The first thing would be honesty and integrity, and secondly, do not treat women as if they have no clue what their vehicle is all about." Heather Conary says: "I would say that most women (or most people!) want a place that they feel comfortable. Within that, a place that feels safe, secure and pleasant to be in. Some car care centers are seeing success from integrating women-friendly features, such as coffee shops, children’s rooms, or spa features like nail salons and massage services. Often times, a clean waiting room with great amenities (current magazines, comfortable chairs, free beverages and snacks) is a good draw. I would try a new service center if it was convenient for my schedule and location. A big feature for me would be free wireless access so I could get some work done while I was waiting. Basically, I’d say anything to recognize that you care about the comfort of your customers (male and female alike) is a huge plus." Kim Walker says: " With the number of women taking charge of vehicle purchases, we are seeing that they are also taking care of the automotive servicing. I hear frequently from our female consumers on what brings them to our shop. Women are diligent multitaskers, professionals, moms, sisters, and friends. They do not have time for nonsense – they have important things to do! When taking time out of our day to handle our car care concerns it is important to most women for this experience to be as quick and convenient as possible. I have heard that women try us for the first time simply because they have been told by another woman that we ‘take care of them the right way’, we know how to listen to women, offer services that cater to women, and talk to the female consumer in a respectful manner while educating her on the needs of her vehicle. Having said that, the following is a list of needs that we strive to meet while servicing our female consumers. Loaner/Shuttle Service (loaner by appointment only) Free Wireless Internet Access Satellite TV Kids play/busy area Café (coffee, tea, sodas, snacks, cappuccino, wine – one glass only please!) Massage Chair for the ladies that need a few minutes to relax while waiting Free courtesy inspection with each visit Free car wash with each visit Follow up phone call after vehicle pick up "

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