I blogged recently about an auto-body repair shop that impressed me with its concern for customer comfort. I also did a blog in March about tire dealers cleaning up their retail act. Why? Because they want more female customers.

Now it looks like more tire dealers are on the road to “spectacular showrooms” to attract women, according to this online article at TireReview.com. The industry is focusing not just on clean restrooms, but also on customer comfort and lots of amenities.

The article notes that a recent survey found women now make more than 80% of the buying decisions in American households, including auto buying and maintenance decisions. Big retailers are taking notice of such statistics. Even Harley-Davidson is pitching directly to women on its website.

I like what a tire marketing executive says in the article: “We’re paying more attention to the upper portions of the showrooms–from eye level and up. The upper portion of the walls is ideal for specially designed valance systems, basically borders three times larger than the borders you have in your home, that are a great means of displaying products, services, etc.”

Another exec notes that “A stack of magazines and outdated chairs just aren’t enough anymore. We believe that, if you don’t do something to improve the looks of your showroom to market your products better, you’ll be left behind.”

I applaud firms like these who not only realize who they should appeal to, but also for recognizing the importance of good retail design. You owe it to your business to do the same: Learn who your customers are and make them feel like guests instead of just shoppers. Otherwise, your business just might go flat.