Go RVing and Ipsos on Thursday released findings from their Path to Purchase Study. The study asked first-time and repeat buyers about their purchase experiences and history. Go RVing said the study developed a comprehensive look at the consumer buying process. Go RVing previewed the study at RVDA in November.
The study laid out the path through a story about a recently married couple in their late 20s, Dan and Rachel. Part 1 of the study focused on the first purchase the couple made.
“RVIA members can use these critical insights on what elements of the journey are most impactful to furthering RV enthusiasm,” RVIA said, “and some key recommendation on how companies can enhance the purchase experience and create greater brand loyalty.”
The couple both work full-time corporate jobs and do not yet have children. Both have an affinity for the outdoors, taking tent camping trips and hiking excursions around the greater Portland, Oregon, area. Dan grew up with an RV in his household while Rachel is excited about working remotely around the outdoors.
The study said a connection to the outdoors or RV lifestyle makes a consumer’s first-time purchase easier and emotionally charged in a positive way. However, a lack of childhood experience, such as Rachel’s upbringing, is among the top 10 most painful elements in the first-time purchase process, the study said.
“For Rachel, the lack of childhood experiences makes it hard for her to picture the lifestyle,” the study said, “creating a barrier that leaves her struggling to ignite the same spark as Dan to continue forward on the purchase process.”
The study said numerous consumers are on the bubble about a first-time purchase. They have an interest but also have unrealistic expectations on price, motorhome attainability and lifestyle, the study said.
“It is important for the industry to recognize, educate and influence those potential growth audiences moving forward,” the study said.
The couple used in the study conducted research through digital resources such as social media and YouTube. Dealers’ roles in the research phase were fundamental, the study said.
“While Rachel struggled with sifting through all the available sources and focusing in on features of interest,” the study said, “she found great value in visiting local dealers and seeing units in-person as they finally brought RVs to life.”
When consumers completed their research and knew the exact RV type and brand, the study said they were more likely to purchase. In the couple’s example, however, their research ended with the desire to buy a travel trailer, but not a specific model or brand.
Returning to the dealership, the study said the couple found a positive experience. The salesperson guided them to a brand and model meeting their needs and the couple made the purchase. After purchase, the study said the couple did not receive follow-up communications or check-ins and did not feel welcomed into the RV owner community.
“Opportunity exists for the brand to take control of the final touchpoint for the industry,” the study said, “rather than leaving it in the hands of the customer.”
The study said social media research was the most important and impactful for first-time buyers. Dealership visits were the most trusted resource prior to purchase, followed by talking to other owners and manufacturer/brand websites.
About 29% of first-time buyers completed their research by finding the exact RV they wanted. Another 18% found only the features while 15% each found the type they wanted or simply that they wanted an RV.
The study said areas comprising a good dealer experience included:
Trust in the dealer and salesperson
- Comfort with the salesperson
- The salesperson had personal RV/camping experience
- The salesperson tried to understand the buyers’ needs and helped identify the best RV(s)
The study said areas comprising a good walkthrough included:
- Feeling the walkthrough was helpful
- Taking pictures, notes or recording the walkthrough
- Being recommended aftermarket parts
- Trying things themselves
Full reports on the Path to Purchase for first-time buyers and repeat buyers are available by clicking here. Reports are available to all RVIA members.
Part 2 of the Path to Purchase story, following the couple’s repeat RV purchase, will be posted Friday morning.
