Archive for the ‘female friendly’ Category

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Female feedback about Halfords Autocentre garages

Monday, March 1st, 2010

Halfords is to takeover Nationwide Autocentres. They are a chain of British garages not to be confused with the Building Society (which many people did apparently).

Yet there has been very little in the trade press about this business move and, come to think about it, very little from Nationwide Autocentres’ about their business under normal circumstances, other than when they are pitching for industry awards of course…

Shouldn’t the garage and dealership industry want to know more about Halfords’ plans so they can compete with them more effectively? They are a national chain and many individual garages could be affected by their strategy. I posted a question about this very subject on a leading trade forum a week ago and nobody has responded yet.

It would be different if Halfords sold cars of course… aftersales and garage services are rarely top of the motor industry’s agenda despite a £9bn car servicing market.

Can’t help thinking of rabbits in headlights, frogs in hot water and ostriches practising familiar ‘head in sand’ antics…

Independent garages should be interested of course because Halfords seems to be offering several female friendly garage services that they are not. Like opening on Sundays and providing low cost fitting of bulbs and wipers so women drivers don’t get their hands dirty and/or have to pay over the odds for these routine but often tricky jobs. I speak as a convert here, having had an exploding windscreen wiper on a snowy Sunday motoring journey in Yorkshire recently when Halfords came to my rescue…

They should also be interested because Halfords admits to targeting the female purse and employing female mechanics, who are unlikely to be ATA qualified to begin with I’d imagine…

They should then be interested because Nationwide Autocentres do not, as yet, offer local car collection and/or courtesy car services so those independents that do, have a sales advantage that could work well if employed NOW.

And finally they should be interested because Halfords is planning to invest in posh reception facilities which [most??] old Nationwide Autocentre locations do not have now…so once again, female friendly independent garages with smart waiting areas, near shops and with car collection services and courtesy cars could steal a lead here if they got their act together NOW.

But the two main reasons why so many independent garages could lose out is because they are so complacent about their local female motorist business AND because few independent garages are genuinely computer literate and are failing to meet the demand for relevant information before women drivers choose who to give their business to.

Nationwide Autocentres are not unique in offering online bookings for MOTs and car servicing of course but they did take many years to introduce their system so it should be fairly robust. And whilst many female friendly FOXY Choice garages do offer online bookings, a significant percentage of small garages still don’t realise that a website is how women tell if they can trust them. Too many still can’t handle emails professionally, expecting customers to phone them and thinking they’ll have the same customers next year…

I wish them luck of course but they do not have a winning card to play in their hand…

From FOXY Choice’s female friendly point of view and on behalf of all women drivers too, we see most competition as good and healthy providing new garage initiatives raise standards for all and are not just attention grabbing headlines without genuinely sustainable quality substance.

I firmly believe that the garage industry must do more to raise awareness of quality standards so that male and female motorists alike understand how to stay safer on our roads by cherry picking businesses that clearly want to be better than others. They can demonstrate this by signing up to FOXY’s independent female friendly business Promise, by investing in regular technician training, by having the latest diagnostic equipment and by collecting informed and unbiased feedback about good garages, not just lacklustre testimonials that are often written to order…

FOXY Steph

“Find the good. It’s all around you. Find it, showcase it and you’ll start believing in it.”

Jesse Owens, Gold medal Olympian, 1913-1980

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How to sell cars and garage services to women

Monday, February 22nd, 2010

FOXY provides marketing services to help garages and dealerships become [and be seen as] more female friendly and my specialist subject is marketing to women so I do have a vested interest in this subject…

Why bother making the industry more female friendly I can hear you ask? That’s the easy part! Because on a global scale women control about $20 trillion in annual consumer spending, and that figure could climb as high as $28 trillion in the next five years. And even more impressive – women represent a growth market bigger than China and India combined – more than twice as big to be precise. So you need to be there in her mind to get your share.

To be more female friendly, first and foremost, the retail motor industry MUST employ more females in all areas and levels of the business. At present some 20% of the retail industry are females and I read recently that c10% of females are in management jobs (which was higher than I had imagined…).

That’s pathetic of course but knowing that you must employ more women, how do you address the perceived chasm that the industry is not a female friendly employer alongside the self-perpetuating machismo that drives service levels and communications towards men. An example of this is where manufacturers focus on the performance of cars rather than their usefulness and when aftersales staff use unnecessary jargon and cause the female fog factor; in my experience this is common when it comes to car engines…

Yes, to employ a female she should be the best candidate for the job (as opposed to the only gender prepared to do it for so little?) so not anyone will do. If it is a business’s first female employee they may have to rethink their recruitment and employment policy too as well as staff amenities.

In many ways small garages are easier to make female friendly, especially when the often family owned business includes the wife, Mum, daughter or partner who gets involved on a daily basis. She makes it female friendly at customer level because she knows what women want and fear most.

The tricky cultural issue is more often in dealerships where the Dealer Principal is more likely to be a man and supported by male managers in the aftersales and car sales business units. Even if they wanted to employ females, few can work out how to do this or where to recruit them without falling foul of the equal opportunities lobby. Nor do many women read automotive job vacancies because they perceive this to be an unfriendly business to work in. So the male recruitment level is self-perpetuating and fulfilling…

There is a massive job to be done to encourage employers to recruit women and women to realise that their feminine talents can be used to add serious value to the balance sheet in future.

I have written the word ‘talents’ above and I can almost hear some males sniggering at this whilst they imagine the sort of feminine talents that are first to their mind ie we are not talking brains here. Having visited smart dealership and less smart garage workshops I know that both environments are equally as likely to have topless calendars and posters on show. I find them extremely demeaning and imagine I am not alone here.  If that is the business culture that is allowed in the workplace, no wonder female staff and customers alike would feel ill at ease and may well sense being patronised or treated as sex objects when they go to buy a car or garage services.

So what’s to be done, assuming the UK market finally gets its act together before we all go online and cut out the middle men.

Why not have a look at a new female friendly approved scheme including consultancy services, training and accreditation at femalefriendlyapproved.com.

And to find out about a unique range of female friendly marketing services for UK garages and dealerships, there’s always FOXY Choice providing you can meet the FOXY Promise© in real life.

FOXY Steph

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Are city law firms female friendly enough?

Sunday, February 14th, 2010

My anecdotal evidence (mostly based on reading the Daily Telegraph I accept) is that there are more and more legal cases of City firms behaving badly towards female staff.

So perhaps I am not surprised to read that female friendly law firms in the provinces are outperforming ones in the City when it comes to retaining, rewarding and appreciating female colleagues. This is what recent research by website magazine Legal Week confirms and that, over the last three years, regional firms promoted on average 37% of female partners, compared with some 20% in the top 10 City firms. And, on average again, across the UK’s top 30 legal firms, just under 28% of promotions have been female ie fewer than three vacancies out of ten have been filled by women.

While women make up less than 19% of the partnership on average across the UK top 30 as a whole, this figure falls to 16% at the top 10 City firms, but increases to nearly 24% in regional practices.

Shoosmiths has emerged as the most female-friendly law firm with women making up just over half of its recent promotions and a third of its partnership overall. Shoosmiths chief executive Claire Rowe said:

“The reason we have found it easier to retain female talent is that we have a transparent promotion criteria based on merit.”

Which is surely how it should be but perhaps Shoosmith is managing to bolster female confidence levels to positively encourage more women to apply for these senior jobs whereas Holman Fenwick Willan, Freshfields Bruckhaus Deringer and Simmons & Simmons presumably aren’t with only 12%, 13% and 13% respectively employing female partners back in May 2009.

Deirdre Walker, Group Head of Commercial, Real Estates and Disputes at Norton Rose believes that it makes good sense for more law firms to be female friendly and more flexible when women in their 30s and 40s, for example, may have children or other caring commitments to satisfy.

Deirdre explains that “At various points in a female career other events are going on outside of work – this should not mean that our career is over. To end a career just because you want to put it on hold does not make commercial sense.”

Yet the reality is surely that when corporate legal men are in charge (as in the majority of cases) they are less likely to see the need to be flexible to retain females if men are available instead and may seem less likely to take these career breaks.

Whereas if a woman is in charge, as at Shoosmiths, she will know just how hard the right female will work to balance a career and her family commitments. Which is why the right women with family commitments should always be allowed to secure the job… even if they may need some compassionate leave and support at certain and unavoidable times.

I’d add to this debate that in my experience, ambitious men were more likely to change employers than ambitious women ( is there any evidence of this…) yet it was more often the women that got criticised for having babies rather than the fast moving CVs that were invariably male.

FOXY Steph

To find a unique female friendly motoring association for women visit FOXY Lady Drivers Club.

To find the nearest female friendly good garages and dealerships in the UK  visit FOXY Choice.

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What is a fair price for garage services?

Thursday, February 11th, 2010

With average garage labour rates varying between £90 an hour for a dealership and £56 for an independent garage in the UK it’s hard to know if you are paying more than you need to when there are so many other factors to consider.

Of course we all judge value for money based on our needs, expectations and satisfaction levels which is why FOXY Choice publishes a Good Garage Guide to help women with their MOT and car servicing shopping – this website identifies measurable quality standards as well as good female friendly car dealerships and independent garages.

From my experience I know that many female motorists choose where to have their car serviced on the basis of convenience factors like the location of the garage and whether it offers a car collection service. Increasingly women drivers are sharing female feedback online within FOXY Lady Drivers Club so I know that the following motoring myths continue for many, despite trade efforts to put the record straight…

Some women will happily pay more to have their car serviced by a dealership thinking they need to, to maintain a warranty or that a dealership stamp in the car’s handbook will guarantee a higher resale value.

Other women are more cost conscious and tend to shop around for the lowest price for MOTs, tyres and car servicing deals, thinking that all garages are much the same as each other.

The truth is that whilst dealership rates are undoubtedly dropping and represent much better value for money nowadays, many motorists can have their nearly new car serviced at a good independent garage for less money and within the terms of their warranty.  But it isn’t true to say that a dealership stamp will guarantee a better price when it’s time to sell – what matters most is that the car has been serviced regularly and to the manufacturer’s standards.

More worrying from a female point of view is that if you shop around for the lowest price going or choose a garage you don’t know anything about you could be risking your personal safety and that of your family and other motorists. This is an industry where garages aren’t licensed, where mechanics don’t have to be qualified and where complaint levels are high.

And very often we hear stories about the lowest price escalating because the garage doesn’t have the latest equipment to diagnose the fault correctly; you then end up paying more for the mechanic’s labour to see if he can find the fault instead.

To illustrate the differences in perceived ‘value for money’ a good example is the price that a BMW driver would pay in a dealership versus a good independent garage, for a simple job like an oil change or a typical car safety check.

In its recent advertising campaign the manufacturer states ‘Think we’re expensive? Think again.’ listing the following BMW Value Service prices for participating franchised dealerships to change the engine oil, front brake pads and carry out safety checks for BMW 3 series (E46) 4 cylinder models.

£115 Oil Service (includes microfilter)

£99 Front brake pads (includes sensor replacement)

£189 Inspection 1 (includes oil service and safety checks)

Clearly these prices have been reduced so they represent better value for money than they did but £115 still sounds a lot to pay for a simple oil change, no matter the use of the word ’service’. And if BMW’s Inspection 1 costs £189 for an oil change and safety checks then their safety checks must cost £74…

But are these prices fair enough for an up-market dealership experience, with all that entails for the executive BMW driver?  That’s up to you, your car and your budget, dear reader ;-) .

The alternative solution to a franchised dealership is a measurably good independent garage who uses genuine BMW parts, BMW specified lubricants, accredited technicians and who carries out work in accordance with BMW’s specifications.

Starting with a female friendly Bosch Car Service garage in Scotland who operates to a fully approved OFT Code of Practice, Falkland Performance Centre in Glenrothes would charge the following prices:

£80.15 Oil Service saving £34.85

£147.70 Inspection 1 saving £41.30

But when it comes to the front brake pads, Falkland’s business owner Allan Adam calculates £111.35 which is £12.35 more than a BMW dealership because they always strip and clean the brake calipers prior to fitting brake pads which BMW does not specify.

Another leading and similarly female friendly independent garage, Woodley Autos near Reading in Berkshire (where labour rates are higher than in Scotland) who is ISO 9001 approved would also save local BMW motorists money for the equivalent oil change and safety checks as follows…

£86.26 Oil Service saving £28.74

£93.08 Front Brake Pads saving £5.92

£139.43 Inspection 1 saving £49.57

So in a nutshell it is possible to save money by shopping around and if these savings can be made for low cost garage services then there is much more to be saved by shopping around for the likes of full and major car services, comparing car collection and courtesy cars, other services & amenities and whether the business is near shops, a leisure centre or other entertainment to occupy the driver who chooses to wait.

But the most important factor on all occasions is surely to identify the best value for money, seen through the eye of the beholder, taking into account minimum quality standards, the latest diagnostic equipment, service levels and amenities to suit. This matters because, at best, motorists might be overcharged, patronised or sold services they do not need. At worst, the job might not have been done properly and they could be risking their personal safety and that of other motorists.

To find out more about this big subject, female and male motorists alike, please read FOXY Choice’s Good Garage Guide and search for measurably good and female friendly UK garages and dealerships.

FOXY Steph

PS: A cheap garage isn’t worth the risk if they cut corners to save them money…

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Foxy Ford offers special Spring car discounts

Wednesday, February 10th, 2010

Whilst Toyota is taking one day at a time to cope with major quality and image problems, Ford is quick to present its special Spring car discounts of up to £5,000 for new car sales including many sporty Zetec models – many of these offers are bound to attract women drivers and their families.

Surely this is Ford’s opportunity to move back into the Number One position – it’s a known brand, these are good deals and anyone selling a Toyota might be tempted to change brands as things stand…

The following prices are for new car orders confirmed by March 31, bought via a participating Ford dealer,  registered by June 30 and subject to taking out a Ford Options deal (which may be worth taking even if you don’t need the finance).  Other sales offers in 2010 still stand, subject to terms and conditions and similarly guaranteed to the end of June.

The underlying message from Ford is clear – tell us what you want and we’ll be flexible. More flexible in March because the scrappage scheme* has been extended until the 31st but still flexible until the end of June.

NEW FORD PRICES (guidelines at least)

Model Spring Value Price Ford List Price
Ka Studio £7,995 £9,395
Ka Zetec £9,295 £10,895
Fiesta Zetec £11,495 £13,580
Fusion Zetec £11,495 £14,295
Focus Zetec £13,495 £18,280
C-MAX Zetec £14,795 £18,432
Kuga Titanium £20,995 £23,540
Mondeo Zetec £16,995 £20,526
S-MAX Zetec £18,495 £22,466
Galaxy Zetec £21,495 £26,145

*The scrappage discount of £2,000 also applies to these prices other than the Ka where the additional scrappage discount is reduced to £700.

If you are looking for a female friendly Ford car dealership in Bracknell, Farnborough, Guildford or Wokingham visit FOXY Choice subscriber Inchcape Ford.

If you are looking for a female friendly Ford car dealership in Southampton visit FOXY Choice subscriber Hendy group.

If you are looking for a female friendly Ford car dealership in Cambridge visit FOXY Choice subscriber Marshall Ford.

If you are looking for a female friendly Ford car dealership in Scottish Border towns Peebles and Galashiels visit David Harrison.

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Do women drivers need female friendly car parks?

Monday, February 1st, 2010

At first I thought this was a joke from Nationwide Autocentres in their latest newsletter but it isn’t.

According to car sales giant Motorpoint who decided to ask, 77% of those they sampled thought women needed their own shopping car parks in the UK (not sure if the respondents were all male :-) , female or some of each…).

This survey was fuelled by tales of a stylish and female friendly car park reserved for women drivers in a shopping centre in Hebei in China. And apparently there have been similar female friendly marketing to women initiatives in Japan and Russia.

But it’s still rare in the UK and I sense a deep seated male resistance here to associate all this marketing to women as being sexist. On the other hand, many women (me included) object big time to being marketed to as being frilly or empty-headed a la ‘colour it pink’ marketing tactics we so often see.

Whatever the shopping occasion, women want to have all the information to hand, female feedback ideally, to make the right choice. Then it’s up to them. A good example of this is the female friendly FOXY Choice garage website where women drivers can do their buying homework in FOXY’s Good Garage Guide and then check out which local garages, fastfits and dealerships have agreed to ‘never overcharge, patronise or sell women services they don’t want.’

It’s full of information that isn’t online elsewhere and very soon it will include the female feedback women like – the sort of thing that savvy women want to read for their peace of mind, before getting their credit card out…

Of course if more male business owners knew as much about the workings of the female brain as they do about gadgets, computers and car mechanics (try The Female Brain by Louann Brizendine for some OMG eye-opening facts) more of them would understand how women think and react and (might) try harder to get it right for her in future.

If China is prepared to invest in getting it right for female consumers, why not the UK?

FOXY Steph

“Being a woman is a terribly difficult task, since it consists principally in dealing with men.”
Joseph Conrad

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MOTs, banks and female business entrepreneurs…

Thursday, January 28th, 2010

Our family bus, the wonderful long suffering Citroen Picasso, needed its MOT doing this week. The nearest FOXY Choice subscriber was female friendly SB Motors garage in Hove run by foxy lady Caroline Baxter so off I trotted for a chat whilst the job was being done.

Caroline told me that despite trading better during the recession than in 2008 (in which she is bucking the industry trend) the Bank says she is in a high risk area (garages presumably are discretional income?) so she can’t expect to borrow from them and must fund business growth herself. Whilst I am waiting for my car in the nice and warm reception area there is a steady flow of MOT, car servicing and repair business coming and going which certainly looks healthy to me.

My car then fails its MOT (I seem to recall a recent ‘grounding’ ;-) that may have caused this which my husband is unaware of until he reads this…) and needs a central exhaust part <not discretional income in any way Mr Bank Manager> so off I trotted again yesterday to get the job finished.

Whilst I was there I finalised a special offer for local members of FOXY Lady Drivers Club and talked Caroline into being FOXY’s first Female Business Ambassador; a new network to recognise female friendly garages who employ and/or are run by women, giving them the opportunity to describe a typical day for the benefit of other females who might want to know what is involved.

In my experience this means they are more likely to understand and appreciate what women want and many women see this as a sign of reassurance BUT it is by no means compulsory to employ women to be a female friendly business so this is not sexist thing and in fact most of the men I have spoken to quite like the idea too ;-) .

More about this later as the Female Business Ambassador network is under wraps and not quite ready to launch yet… hopefully by early February.

FOXY Steph

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Female friendly garage feedback – Watford

Thursday, January 21st, 2010

Bushey Hall Garage is the female friendly FOXY Choice garage subscriber in Watford that we have received foxy feedback from women drivers about.

Before we approve any garage and promote it to foxy lady drivers we first check it out and then identify it as a good garage by virtue of its quality credentials, value for money and investment in facilities.

For quality starters Bushey Hall Garage is a member of the Bosch Car Service network which means it is one of the few to have achieved full OFT approval for the Code of Practice, Service and Repair – this is one of the highest quality standards in the UK garage industry and means the garage is visited regularly. Bushey Hall has always achieved some of the top marks within the Bosch network too.

Then you can expect to save c30% on car servicing, repairs and MOTs compared to car dealership prices.

And perhaps just as important for a women driver, if you play golf or like shopping you are within walking distance of Bushey Hall Golf Club and Watford’s Harlequin Shopping centre. This means you can book your car into Bushey Hall Garage and either play golf or shop until it’s repaired or serviced.

Sounds a foxy arrangement to me. And if you are a member of FOXY Lady Drivers Club this female friendly garage has signed up to provide women drivers and their family with free quarterly car fitness checks and 10% off servicing MOTs and tyres  – all part of the life assistance support services FOXY offers its members alongside motoring and legal advice, offers and accident assist.

FOXY Steph

PS: I run FOXY Lady Drivers Club – a life assistance motoring association for women and FOXY Choice – a unique female friendly marketing service for garages and dealerships that sign the female friendly FOXY Promise to ‘never overcharge, patronise or sell women services they don’t need or want.’ By all means contact me via either website.

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Should older women pay more for car insurance?

Sunday, January 17th, 2010

The jury is out as always about the comparative driving ability of women and men drivers. This always depends on a lot more factors than just age (such as postcode, experience and claims) but provocative gender headlines are always popular!

Most of us are aware of the statistics about young men drivers causing more than 90% of all fatalities and serious injuries on the road. Hence the lesser risk assessment for car insurance premiums for younger female motorists.

Previous research suggested that men and women between the age of 30 and 60 were similarly competent drivers, judged by their driving record and insurance claims.

After that, older women had more accidents but they were often local bumps that were less serious and less expensive to repair. I had assumed that they were normally paid for by the motorist within their excess and I have always advocated the likes of the Driving Standards Agency’s Arrive Alive training programme (called Classic for older drivers) for organisations like the WI and TWG to include in their local membership events programmes.

But I read in Guardian Money that insurers are now charging women drivers aged 75 some 50% more for their car insurance than men. From the age of 80 this rises to a staggering supplement of 100%. Ouch.

Unsurprisingly, linked to predictable baby boomer birth rates and social trends the number of women drivers over 70 with licences has increased dramatically from 4% in 1976 to the 1990s figure of 20% and it is now at 36%. This will continue to grow as those of us with driving licences age and replace Mums and Grans who perhaps didn’t drive in their day.

The crossover point at which women start paying more than men has, according to AA Insurance, reduced from 60 years to 50 years in just six years. As other car insurance providers are still working on 60 years as the crossover point it makes sound sense for any 51 to 59 year old foxy women drivers to shop around for rates come renewal time, especially those who might be paying more than they need to AA Insurance…

In Guardian Money’s analysis Asda and Sheilas’ Wheels came out best and surprisingly, bearing in mind their retail market profile one of the biggest increases in premiums was made by Marks & Spencer followed by the RAC (53% more), Tesco (37% more) and LV= (28% more).

I know from experience that many older women drivers lack confidence for a multitude of reasons (divorce and widowhood might have forced them onto the roads after many years of willing back seat driving), can be more likely to get distracted than men (we call it multi-tasking and we often have children with us), are more likely to be doing local shopping mileage (so we WILL be the ones to have these local prangs) and may not have had training in motorway driving which requires a different skill set.

But is it just ‘older’ women that should have driving refresher courses? Even celebrities like Gwyneth Paltrow  admit to needing help with their driving concentration skills… And after 10 years, wouldn’t it be a good idea for everyone to have a refresher driving training course to fend off all the bad driving habits we all seem to acquire?

I am all in favour of driving training courses for women drivers of all ages that bring women together locally, are social female friendly occasions rather than what might be perceived as patronising experiences and so that women can learn from their peers rather than superior males…

And perhaps the insurance companies would then reward an independent training scheme with lower premiums for women drivers, where applicable, just as they do with the PassPlus training scheme for novice drivers. After all their risk should be lower with fewer road accidents and motoring claims.

We might even include FOXY’s life assistance membership services including free car fitness checks and FOXY Choice’s female friendly approved garages so she can count on friendly motoring support and good local garages to help her run safer cars and who are measurably better than others.

FOXY Steph

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Happy couples need good garage help

Monday, January 11th, 2010

If you want to have a happy marriage women drivers need to find more time for their domestic chores or get more help.

In a recent survey carried out by car insurer esure, 29 per cent of couples admitted to using their work as an excuse for not doing their domestic chores with one in four (24 per cent) blaming their children and one in ten (11 per cent) even held their pets accountable.

This often led to domestic disputes of which these were the Top Ten

1. Leaving clothes lying around the house (35 per cent)

2. Putting off home improvements (28 per cent)

3. Doing the washing up (24 per cent)

= 4. Not fixing broken household items (17 per cent)

= 4. Not taking the rubbish out (17 per cent)

6. Not making the bed (12 per cent)

7. Leaving the toilet seat up (10 per cent)

= 8. Hiding or not owning up to damage (9 per cent)

= 8. Not emptying the dishwasher (9 per cent)

10. Doing shoddy DIY (6 per cent)

Just for the record, women cited DIY as the biggest cause of domestic disputes with home improvements, fixing broken household items and shoddy DIY totalling 59 per cent of the overall vote.

With no mention of the car here, one hesitates to ask the question whether it is the woman driver who is expected to look after the maintenance, MOTs, car servicing and repairs for the family cars  in case this adds to the alleged 4.4 hours typical couples spend arguing about all this each week.

Instead of running the risk that your car might be unsafe, unreliable and running more expensively than it needs to, why not check out female friendly good garage website, FOXY Choice, to choose one of the measurably best local garages and industry professionals to maintain, MOT, service and repair your car near you?

Or if you join FOXY Lady Drivers Club you can claim free quarterly Car Fitness Checks from FOXY approved garages who have signed the female friendly FOXY Promise. And in most cases you’ll also qualify for a members only discount for MOT, car servicing or repairs which you can then share with your partner and other motoring members of your family.

Here’s to foxy motoring services for men and women drivers in 2010.

FOXY Steph

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