The RV Path to Purchase Journey

From demographics to sources of research to reasons for travel, the profile of prospective and current RV owners is constantly evolving. While the COVID-19 pandemic left the industry clamoring to meet demand, questions arise as to how the RV industry can retain heightened levels of enthusiasm and consideration as the country enters a new normal. Questions like:

• What is the path to purchase journey for First-Time and Repeat RV Buyers?
• What elements of the journey are most impactful to furthering RV enthusiasm?
• What should the OEM industry members capitalize upon and/or improve to enhance the purchase experience?

To answer these business questions, Go RVing partnered with Ipsos, the global leader in market research, to develop a comprehensive look at the buying process customers go through for their first-time and repeat purchases. Told through an easy-to-follow story about Dan and Rachel, a recently married couple in their late 20s, 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.

In addition to the storytelling journey, RV Industry Association members can also take a deeper dive into the comprehensive reports for First-Time Buyers and Repeat Buyers, each available as a standalone report.

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.

Take a look at Dan and Rachel's storytelling journey, as well as the full comprehensive reports on First-Time and Repeat Buyers.