Research has identified that most women will buy tires differently to men. Many females learn of their need for tires while their car is in for a service. Doing a tire inspection and educating female customer at every service and informing them in a timely manner when they will need new tires can lead to a sale. Women rely on trusted service professionals to make tyre recommendations.

30% of woman use research to gather tire information and consider retailer options before making a buying decision. Woman use the Internet to look at tire options, visiting websites, tire manufacturer's website, reading third-party online reviews, related blogs and comparing coupons.

They also asked family and friends for recommendations. This is where dealer's prior customer service efforts pay off. Good recommendations from trusted others will go a long way to advising a woman on what tires to buy.

The other 70% females either buy tires right when they are informed that they need them, or defer the purchase all together. Taking the time to build a trusted relationship with women customers will help keep them as loyal customers, and the next time they need tires, your dealership will come to mind.

When choosing a tire dealer, women are very straight-forward in their response. They want to deal with friendly, skilled, knowledgeable and trustworthy personnel that deliver the promises in a quick manner.
Good news for tire retailers - women are very loyal and are a high percentage of repeat customers. 63% reported making multiple tire purchases from the same location, while, 37% were either making their very first tire purchase or had recently switched loyalties to another store.

74% woman feels misunderstood by the automotive industry. Developing relationships and marketing to women in your local community before they need tires is an important part of why she will choose your location for her next purchase.

Women tire buyers are also looking for convenience, and expect to find tires at a location they have heard of. This means that dealers need to do a better job advertising to female customers. They have to make an effort to be noticed as the go-to place for all tire and service needs.

Positioning your tire store with women who are civic-minded can increase market share - support your local Chamber of Commerce, women's civic organizations and local schools. One-stop shopping for all auto needs makes it very convenient for women who are often multi-tasking, juggling careers, kids and community obligations.

Surprisingly almost half of all female customers said they were undecided when asked which particular retailer they would purchase their next tires from. This could only means the retailer hadn't made a connection as to create a reason to go back. That leaves half the female customers open to a dealer's advertising messages.

Another interesting discovery was that 10% more women carried loyalty cards than men. Rewarding loyalty with a customer rewards program can ensure she does not go elsewhere for her next tire purchase. Coupon programs and marketing initiatives that resonate with women are also important.

When woman were asked what help them make their final tire buying decision, the overwhelmingly answer was Price, Price and Price. That is not a big surprise. The safety message around tires is not getting through as well as some marketers might think. Female buyers with families think safety is more important, while brand and convenience might resonate more strongly with single women.

Education is key to tire buying and tire care with women. Holding educational tire and car care clinics to teach women how tires can affect fuel economy and vehicle performance will help women make more educated choices. Budget issues were also mentioned when asked how many tires were purchased. 41% said they bought just two tires, compared to only 35% of male customers who bought two tires.

It is obvious that independent tire dealers have tremendous opportunities to strike the right chord with women buyers. As expert after expert has stated, it begins with the right attitude and respect and continues with education and exemplary customer service.

Like all drivers, women need tires, too. But they cannot be simply lumped together and treated like male tire buyers. Women's need to be informed and marketed to differently and it's probably time for tire dealers to reconsider their approach (if any) to the female drivers.