The Path to Purchase
The Way Technology Continues to Change the RV Industry
Before we dive into the depths of how the Internet has changed consumer shopping habits, let’s first take a quick look at the average RV buyer.
If you look at these statistics as whole - one thing is evident: the Internet has changed the research process.
Because of this - brace yourself - they are using the Internet instead of coming into the dealership to decide which unit will match their budget and lifestyle. Now, you can expect that a consumer is more informed and further along the path to purchase when they arrive at your dealership.
In this ever-changing digital culture, how do you position your dealership to be seen as a resource for consumers, even when they aren’t physically walking through your doors and asking for information?
Put time and effort into building your online presence.
A new Nielsen Company audience report suggests that, on average, U.S. adults spend 10 hours and 39 minutes a day consuming digital media. Out of 168 hours in a week, over 74 of them are spent using devices.2 That means we spend nearly 50% of our time each week using technology in some way, shape or form. It is inarguable that the Internet has changed the way consumers are researching their potential purchases.
Google has actually coined the phrase “Zero Moment of Truth” to describe the process of gathering research that happens prior to ever stepping foot in a dealership. By that point, the buyer has compiled all of their research together in order to confidently make a final choice on the item - or unit - they will purchase, which means your online presence is more important than ever.
To keep consumers engaged with your listings - as opposed to researching your competition - it is important that you treat your online listings as an extension of your dealership. Think of them as your online showroom where consumers can begin to familiarize themselves with your brand and value proposition. It is easy for a consumer to see the difference between a quality listing - packed with photos and a video to see the entire scope of the unit - as opposed to a few stock photos thrown together. Just because a consumer hasn't contacted you yet, doesn't mean they can't tell the difference between a dealer who puts time into building their online listings and one who doesn't - and guess which dealership will ultimately get that lead?
Even if a consumer has a large amount of discretionary income to spend, the purchase of an RV is still a big commitment and they want to take their time to determine what unit will best fit into their budget and lifestyle. Make sure to include high-quality, original photos and videos, a detailed description and a price to help them fall in love with the unit the minute they lay eyes on it. Don’t skimp on your listings. The more detail, the better. Always.
2. Analyze consumer insights and adjust accordingly
The trajectory of a buyer’s path to purchase is fairly unpredictable -- but we know that, on average, they are spending 123 days educating themselves on what the market has to offer, what a fair purchase price is, how a unit will fit into their lifestyle and what dealership will meet their needs.4 Just as consumers are researching you - you should be researching them to fully understand what attracts them and causes them to engage with your listings online.
It is important to take a holistic look at your marketing campaign, truly understanding what is driving traffic to your website and which online listings are producing the most engagement. With consumers hesitant to contact a dealer, focusing the success of your marketing campaigns on just phone call and email leads will likely leave you feeling slightly disillusioned. It’s imperative that you understand how consumer is engaging with you online prior to reaching out or walking through the front door of your dealership.
Let's play this out a little further. Say a consumer sends you a lead email or makes a quick call inquiring about the price of a unit. Even though they contacted you, this really isn't a qualified, high-quality lead. They were just looking for more information because it wasn’t provided. Now let’s shift and think about the consumer who finds everything they need online during their research process. They print out a map and show up in your dealership later that day. You’ve never communicated with this person, but they are an extremely qualified lead. They are informed and ready to leave with keys in their hand.
In today's digitally-influenced market, there is so much more to leads than phone calls and emails. A consumer is looking for so much more when they land on your ad detail page. They are looking for information, guidance and reassurance that you are the right dealer with the right unit for them.
Test it yourself. Build out a listing with 5-10 original photos, a great description, a price - maybe even a video. Then post one that has only stock photos, a minimal description and no price. See which one does better. Remember to look at more than just how many phone calls and emails you get. Consumers will rely on the more robust listing as a resource and engage with it much more heavily than the less detailed listing - particularly because they can find the information from the basic listing through other resources.
3. Understand that your marketing strategy must be multi-dimensional
The truth is, two people will likely never take the same exact path to a purchase. The average consumer consults 18+ sources during their decision-making process, making the path to purchase look more like a complex interstate exchange - with exits and entrances all along the way.5 It’s easy for someone to get lost in their research journey.
Whether a consumer begins their search through social media, word of mouth, at an event, an OEM’s website or elsewhere, your dealership’s branding and message should be clear and consistent -- ultimately create an appealing and trusted purchase environment. We cannot anticipate that most - if any - consumers will take the same path to purchase. They will each have their own method and it is important to make sure they can find your dealership no matter how and where they are choosing to search.
With 79% of consumers turning online to research a major offline purchase, the pressure is on for you as a dealer.4 You have to be present and engage your consumers across all mediums in order to hang with competitors in - and around - your market. Be sure to focus on:
Beefing up your social media presence: Buyers love social media. It is the perfect mix between honest opinions and a community of die-hard fans. Be sure to engage in a two-way conversation with your followers on social media. Be present. Answer their questions, respond to their comments and help them get a peek into what doing business with your dealership would be like. Don’t hesitate to have a little fun here either. Consumers on social channels are looking to be both engaged and entertained.
Building a website worthy of your dealership: 61% of consumers are unlikely to return to a site they have had difficulty using.6 We’ve all been there. A site that loads slowly, looks like it was made in the ‘90s and before we’ve read any of the content -- we’ve moved on. Consumers often feel that the experience they have on your website is a direct reflection the experience they will have if they walked inside your dealership. If your website’s a mess, they have reason to believe your physical location - and service - is too.
Understanding how search affects your traffic: There is no question that with an average of 2.3 million searches performed each minute on Google, that the search engine is the place most consumers start their search.3 Build ads that are relevant to your target market or areas where you would like to grow market share, as well as the inventory you carry. This will help increase brand awareness for your business in the areas that really count.
Having the best ads out there: We discussed this earlier, but your online listings really are a vital part of your online presence. Your dealership’s livelihood is based off of moving units, so why not spend some time making your ad listings the best they can be? The more effort you put in, the higher your return on investment will be.
Giving consumers a low-pressure way to get information: When consumers seek information, they want it fast. Half of shoppers spend 75% of their total shopping time conducting online research.7 This includes inquiries to dealers. Integrating a chat platform on your website gives consumers a quick and convenient way to reach out for information. Do keep in mind that if you have chat - you have to be present and respond in a timely manner. There is no worse experience for a consumer than reaching out and hearing nothing but crickets - and that’s why 51.6% of them will reach out to your competition instead.1
1HotJar, 2016.
2 Nielsen Company Audience Report, 2016.
3 BusinessInsider.com, 2016.
4 ComScore, 2016.
6 Google Surveys, 2016.
7 HubSpot, 2016.
