Given the changes in RV buyer demographics that have been brought on by COVID-19, Go RVing reached out earlier this year to market research firm Ipsos to answer some questions:
- What is the path to purchase journey for first-time and repeat RV buyers?
- Does the path to purchase differ for towable or motorhome RV buyers?
- What elements of the journey are most impactful to furthering RV enthusiasm?
- How can the industry capitalize on and/or improve upon impactful moments to enhance the purchase experience?
The goal was to answer these business questions and develop a comprehensive look at the buying process customers go through for their first-time and repeat purchases. Recognizing the key differences between towable and motorhome buyers, segmented reports for those specific buying groups are available as well. RV Industry Association members can use these critical insights on what elements of the journey are most impactful to furthering RV enthusiasm and some key recommendation on how companies can enhance the purchase experience and create greater brand loyalty.
The results are physical maps of the customer process, bolstered by supporting survey data for each element. The survey shows how frequently customers are engaging in each activity of the journey, how easy and effective it is, and what the customer’s emotion was during each step.
The model tells us how important and impactful each journey step is, correlating back to the customer’s ‘Likeliness to Recommend Purchasing a new RV from a Dealership Today’ (the net promoter score or NPS). The study also shows which parts are the most painful or delightful for the customer, creating recommendations around the “Moments that Matter” across the journeys.
Click here to view the findings.