The last five years have been transformative for the caravan and RV market in Australia. With increasing demand, technological advancements, continued grey nomad popularity, along with a shift towards younger demographics, solo travel and eco-friendly options, the industry is poised for continued growth. As 2024 sees an overall slowing down of new and used sales, businesses in this sector need to remain attuned to changing trends to capitalise on opportunities and address challenges in this dynamic market.

Having transitioned from a consumer in the industry to an insider, bringing strong business credentials and customer experience expertise, I’ve observed that while the industry is heavily focused on product development and business growth, it may not be focused on evolving customer expectations regarding their overall experience and the link to success.

As customer expectations evolve, and the market settles into more highly competitive post-covid status, businesses in this sector will be increasingly separated by customer experience (CX).  This series will look at each touchpoint and aim to provoke thought as we view the landscape from a new perspective. We will explore ways to elevate your customer experience, stay competitive and ensure long-term success. 

Understanding the Importance of Customer experience (CX)

Customer experience encompasses every interaction a customer has with a brand, from initial research to post-purchase support. In the caravan and RV industry, a positive CX can lead to increased customer loyalty, higher satisfaction rates, and positive word-of-mouth marketing. Conversely, neglecting CX can result in lost sales, negative reviews, and a tarnished reputation.

The topics that will be covered in this series are:

So, let’s get into it…

# 1: first impressions

Consider the first point of contact a customer may have with your brand. This is the first opportunity to impress. There are many avenues leading customers to your brand, and the effectiveness of each interaction can be traced back to the customer-centricity that is woven into the brand from the top levels of the organisation.

Digital presence and website

The website is often the initial touchpoint for potential RV and caravan buyers starting their research. It’s crucial that their first digital interaction with your brand is smooth and engaging.

• User-Friendly Design: Ensure the website is user-friendly, with an intuitive layout that makes navigation easy. A mobile-friendly design is essential for accessibility on all devices – consider the traveler that sees a nice-looking RV on the highway and wants to find out more about it.
• Comprehensive Information: Provide detailed information on all products, including specifications, features, and customisation options. Clear, concise content helps customers make informed decisions.
• Virtual Tours and 360-Degree Views: Offer virtual tours and 360-degree views of your RV models. These interactive elements allow customers to explore features, customisations, and layouts from the comfort of their camp chair as they see your brand around the campground.
• Online Marketplace: Implement an online marketplace with a user-friendly interface. Clear, concise information and easy navigation are key to providing a seamless experience and offering available models.
• Customer Engagement Tools: Integrate chatbots and live chat features to provide instant support and attention to customer queries in real-time. Prompt responses can significantly enhance customer satisfaction.
• Informative Content: Maintain a strong social media presence with informative content such as blogs, videos, and FAQs. Educate customers and guide them through their purchasing journey with valuable insights and tips.

visit to the dealership

The dealership is a frequent touchpoint for customers.  It is also often the first physical touchpoint for potential RV and caravan buyers. It’s crucial that the first impression here is positive and welcoming.

• Welcoming Environment: Ensure the dealership is clean, organised, and inviting. A comfortable waiting area with refreshments can make a significant difference. Set up the showroom entry to provide a clear pathway to assistance.  
• Interactive Displays: Use technology to enhance the experience. Interactive displays and digital configurators can help customers visualise customisations and explore different models in detail. Inspirational travel destinations and picturesque scenes could be used to evoke a sense of adventure.
• Stock and Yard Presentation: Design the yard layout to create a journey for browsers, ensuring a smooth flow that allows easy access to all models. Display features such as awnings and external kitchens prominently, and open storage hatches and other interactive features to encourage exploration. Turn on lights where practical. Ensure that caravans are clean and impeccably presented when customers step inside. The yard itself should be hazard-free, with mats and clear walking areas between vans. A haphazard layout and untidy vans will create an impression of confusion and budget quality.
• Knowledgeable Staff: Train staff to be friendly, approachable, and well-informed about the products. They should be able to answer any questions and provide detailed information without being overly pushy and to present a personalised experience for each customer. Taking note of their preferences and needs and tailoring the presentation of vehicles and discussions to match.  Train service and non-sales staff to easily respond to customers with confidence and courtesy.
• Test Drives and Walk-Throughs: Offer test drives and walk-throughs of various models. Experiencing the product firsthand can significantly influence a customer’s decision.  Walk-throughs should be thorough and highlight the standard and optional features that are in front of the customer.  Spend time doing this.

Expos and shows

Expos and shows are key events where potential customers can interact with multiple brands and models in one place. Making a strong first impression here is crucial.  We’ll cover sales techniques and the CX at shows in the next episode, #2 Shows and Expos.

• Engaging Stand Design: Your stand should be visually appealing and easy to navigate. Use signage and displays that highlight key features and benefits of your products.
• Knowledgeable Representatives: Ensure that your staff at the event are well presented, enthusiastic, well-informed, and ready to engage with attendees. They should be able to provide detailed information or have the confidence to find the information from the appropriate resource (Stand Manager, Dealer Principal, Factory etc).
• Engaging Walk-throughs: Keeping your client engaged during a demonstration of vehicles is important.  Ask open questions, listen to the answers, engage with the customers’ needs and present models accordingly.  Time is limited and first impressions will have an impact.
• Promotional Materials: Provide informative brochures, catalogues, and business cards. Ensure that these materials are professionally designed and easy to understand.  Moving to more sustainable options such as QR Codes and digital content demonstrates progress.

FAmily, Friends and Complete Strangers

Conclusion

First impressions are critical in the caravan and RV industry. From the initial online research to in-person interactions at dealerships and expos, and finally to the real-world experience on the road, every touchpoint matters. By focusing on these aspects and ensuring a positive, customer-centric approach, businesses can build strong, lasting relationships with their customers and stay ahead in this competitive market.

Stay tuned for the next article in this series, where we will delve into the customer experience at shows and expos, offering insights on how to stand out and make a memorable impression.