The RV Industry After Committee Charter states: “The purpose of the committee is to support a great consumer P&A outcome so as to benefit RV’ing and the supply chain members.” To that end, the RV Industry Association recently released the results of a first-of-its-kind survey polling 800 RVers about their aftermarket buying habits. It included what is most important to them when shopping in stores and online for aftermarket parts and accessories. The survey was performed by Cairn Consulting Group.
The results about consumer buying decisions were eye-opening. Below I’ve summarized what I believe the Top 5 findings were and what they mean for retailers.
1. Customers want to shop at your store. Twenty-one percent of RVers purchased their aftermarket parts and accessories where they purchased their RV. Another 18 percent purchased their parts at a retail chain. Some 16 percent purchased parts at a local parts store and 8 percent made their purchases at another RV dealer.
Takeaway: This is great news! You already have about one-fifth of shoppers at your door. Another whopping 42 percent shop at places that have brick-and-mortar stores. That last 8 percent is the easiest way to grab market share at your dealership. They are at a dealership – just not yours. Why? Is it price? Is it parts availability? Is it convenience?
2. Millennials aren’t the downfall of brick-and-mortar stores. We tend to equate younger RVers or Millennials with online shopping. So, if RVers are younger than 45 they must do all their shopping online, right? Wrong! One of the most surprising aspects of this survey was that younger parts purchasers are more likely (18 percent to 23 percent for older RVers) to get their parts where they purchased their RV.
Takeaway: If you are writing off Millennial shoppers you are leaving money on the table.
3. You have 30 minutes: And… go! About 20 percent of people coming into your store stay less than 30 minutes. This could be because they know what they want and then see whether you have that part or accessory. Another 48 percent of shoppers stay between 30 minutes and one hour.
Takeaway: Some 68 percent of customers are spending 0 to 60 minutes in your store. This is plenty of time to engage them, ask questions and build a relationship.
4. What’s in your store? Think of the credit card commercial “What’s in your wallet?” when you say this. According to the survey, only 58 percent of consumers say they are “always” able to get the parts and accessories they are looking for when they visit they visit their main purchasing location. Do you ask the question: “Did you find what you are looking for?” of the person walking out the door? If the customer didn’t find what he or she was looking for, what is that item? If you get the same answer multiple times, it’s time to add that item.
Takeaway: What you don’t know can kill your business.
5. It’s not versus – it’s AND. Much has been made of brick-and-mortar versus online retailing. Well, if you can’t beat them – join them. You probably have an eCommerce manager for RVs, so why not for parts? Many dealers have mentioned that it was a strong parts and accessories section that helped carry them when unit sales were down. People still went camping during the Great Recession because it was a cost-effective way to have a vacation. They still needed parts and accessories to do so.
Takeaway: If you don’t have an online store where people can buy parts and accessories, I believe that when the next recession hits you may find yourself out of business.
A final fact: Eighty-three percent of consumers in this survey said free shipping impacts the frequency of their online shopping. Brick-and-mortar stores must figure this out to remain relevant.
I encourage you to review highlights of the survey for yourself by clicking on the link to RVIA’s website.
The information RVIA gained from this survey is invaluable. If you are a dealership or shop owner, don’t let these insights go to waste.
