An e-Marketer recent report shows that moms are a major power on the Internet.
Notice how FrontDoor.com leverages this fact. And this research article points out that women adopt e-Service loyalty programs at a higher rate if their enjoyment and perceived social presence of the site is high. Notably, the researchers point out that
In particular, online vendors that cater to females may experience more pronounced and positive impacts of conveying a sense of warmth and sociability on their websites.
Notice that on the FrontDoor.com site that “warmth” and “community” is high. Thus, I’d not be surprised if they have a high loyalty rate.