The consumer’s path to purchase has evolved rapidly thanks to the adoption of online tools, artificial intelligence and shifts in post-pandemic consumer behavior. RV dealerships must understand this new landscape and learn how to leverage it to stay competitive.
Here, we will break down the modern path to purchase in the RV industry, explore how AI and personalization influence customer expectations and offer actionable strategies to help you win at every stage of the consumer buying journey.
Understanding the Modern Consumer Journey
Buyers typically begin their RV hunt online, using search engines, social media platforms, and third-party websites to explore various options. This phase often involves browsing listings, comparing features and identifying models that match their lifestyle and budget. Many consumers also look for promotions or deals during this stage to narrow their focus.
Once a few options are identified, consumers dive into detailed research to make informed decisions. The research stage includes reading reviews from other buyers, comparing specifications of different models and even watching YouTube videos to see the RVs in action. Some may join online forums or groups to gather advice and hear firsthand experiences from other RV owners.
After gathering information, buyers engage more directly with dealerships and manufacturers.
They may visit dealership websites, use interactive tools like virtual 3D tours or payment calculators and inquire through live chat or online forms. In this stage, buyers seek answers to specific questions and begin evaluating which RV options best meet their needs.
After careful consideration, consumers move toward finalizing their purchases. The purchase stage often involves multiple visits to dealerships and negotiating terms. Factors such as financing options, warranties and dealer responsiveness play a significant role in closing the deal. A positive experience here can create trust and confidence in the dealership.
The journey does not end with the purchase. Buyers often return for upgrades, regular maintenance, accessories or even future trade-ins. How dealerships handle this stage—through quality service, loyalty programs or personalized follow-up—can significantly impact long-term customer satisfaction and loyalty. A strong after-purchase experience ensures customers feel valued and are more likely to recommend the dealership to others.
Recent trends, including the pandemic and technology advancements, have significantly reshaped each step in the purchase journey.
The Pandemic’s Influence
Covid-19 and the restrictions that came along with it functioned as a catalyst, accelerating consumers’ reliance on digital-first shopping experiences.
A few key changes since 2020 include:
Heightened Digital Expectations: Customers now expect dealerships
to offer comprehensive online resources to make the RV-buying process more convenient. Among the expectations are detailed inventory listings with high-quality images, financing calculators to explore payment options and live chat features for instant support.
Dealerships failing to meet these expectations risk losing potential buyers to competitors with more robust digital offerings.
Furthermore, customers expect their digital experiences to act as a seamless transition to their in-person experience. For example, suppose a shopper has indicated an interest in a vehicle and provided information for a payment quote online. In that case, they will not want to start from scratch when they arrive at your dealership. The digital and in-person experiences should work together, not as separate processes.
Preference for Remote Interactions: Virtual tours, live chats and video consultations have surged in popularity as many customers prefer to avoid in-person visits. These tools enable buyers to explore vehicles, ask questions and even close deals from their homes. The tools create a safer and more flexible RV-buying experience.
Rise in RV Popularity: With the pandemic reshaping travel habits, more people turned to RVs as a safer and more self-contained way to explore. A significant increase in first-time RV buyers led many to seek guidance and support during the purchasing process as they navigated this new lifestyle choice.
Meeting customers’ digital demands is no longer optional—it is imperative.
The Role of AI
AI has emerged as a game-changer in the RV industry, affecting almost every buying process stage. Instead of shying away from AI, here are some ideas of how to use this technology to your advantage.
AI enables dealerships to create highly tailored marketing campaigns by analyzing customer behavior, preferences and demographic information. This means potential buyers see ads, product recommendations and follow-up messages that truly resonate with their interests and needs. For example, a customer who frequently searches for Tiffin RVs might receive targeted promotions for motorhomes. Personalized messaging attracts attention and builds trust, ultimately increasing conversions.
AI-powered chatbots and virtual assistants have revolutionized dealerships’ engagement with online visitors. These tools provide instant responses to customer inquiries, ensuring that questions about pricing, availability or features are addressed immediately. The ability to ask AI chatbots questions in plain language makes information easier to understand and reduces confusion by simplifying the content. Virtual assistants can guide consumers through inventory, making exploring options and finding the perfect RV easier. This seamless interaction reduces frustration and keeps potential buyers engaged longer, boosting the chances of a sale.
Advanced AI-driven analytics enable dealerships to unlock powerful insights about their customers. By examining factors such as website activity, previous inquiries and purchase history, AI can predict which consumers are most likely to buy and what they are looking for. AI-fueled data empowers sales teams to focus their time and resources on the most promising leads, improving efficiency and increasing sales effectiveness. For instance, dealerships can prioritize follow-ups with customers who have recently viewed RVs online or requested pre-qualification checks to determine their purchasing power.
AI simplifies the often-daunting financing process by integrating pre-approval tools directly on dealership websites. Pre-qualification tools assess customer creditworthiness in real time, providing buyers with financing options tailored to their profiles. The process speeds up the purchasing process and reduces the stress of securing a loan. Customers can explore payment plans and affordability estimates from their homes, making the overall experience smoother and more convenient. As a result, dealerships can close deals faster and improve customer satisfaction.
Why Personalization is Key
Modern consumers no longer settle for generic messaging. Personalization has become critical, with Digital Trends reporting that
73% of customers prefer businesses that use personal information to enhance their shopping experience.
Email marketing and display ads can reach your customers with the information they want. For RV dealerships, this means tailoring marketing efforts to align with consumer needs across all customer types. For instance, ensure you engage loyal customers with service reminders and sales on parts and accessories. Target active shoppers by leveraging targeted digital ads that use their browsing behavior to feed them content they have shown direct interest in.
Targeted reminders and sales perform well with the modern shopper, who would rather see an ad for a product they are actively shopping for than generic ads they have no interest in.
Turning Insight into Action
With the consumer path to purchase evolving rapidly, RV dealerships must adapt their strategies and leverage new technologies to remain competitive. The approach must be multifaceted. Options include delivering personalized experiences through AI, stepping up digital offerings and effectively engaging different buyer personas.
The time to act is now. By aligning your dealership with these trends—meeting consumers where they are, understanding their unique needs and exceeding their expectations—you will capture today’s RV buyers and retain their loyalty for years to come.
Aubrey Amborn has over 20 years of experience in dealer sales and marketing. She plays a pivotal role in driving sales growth and fostering meaningful partnerships within the RV industry. Throughout her career, Aubrey has successfully built and nurtured strategic partnership programs that have significantly enhanced dealers’ online presence.
