We do have a high female customer percentage for our general automotive repair. (The performance side, not so much.) Here are a few things we have worked on to gain and keep our ladies as customers.
1. Our waiting area is female friendly, AND VERY CLEAN. Our restroom is VERY CLEAN.
2. Our service writer is very respectful and does not talk down to the customer. He jokes that he will treat her like his daughter/sister/mother/aunt/grandmother. He makes sure she understands the what and why of the repairs. He will also prioritize if there is a laundry list of repairs. The most common categories are: immediate, soon, before the change of seasons.
3. Show and tell. We will bring the customer to the back and show them on their car what is going on.
4. Honesty. Before we had our shop, I had a couple of bad experiences with other shops in our town lying to me. My coolant flush turned into replacing parts that were brand new. My brake job turned into my brakes never being changed and I was charged for pads, rotors and calipers - my calipers were custom painted and I was told they put new ones on and they all come that custom color and they lost my wheel center cap. I was told it came in without it. The owner of our shop (my husband) vowed that the experiences I had would never happen to our customers.
5. I'm female, I am mostly in the back office, but I wander up front, I answer phones and will make some appointments. I will chit-chat with the ladies. They seem to like the fact there is a lady working here.