Camping and caravanning have been part of many Australians lives, but the demographics of buyers is changing. A well-known caravanning and camping brand commissioned Bastion Latitude to bring their current customer segments to life through understanding the customer journey, attitudes, behaviours and key purchasing decisions in the caravanning and camping space.
We developed a customer focussed research approach aimed at understanding customer profiles, motivations, and triggers to owning a caravan/camper. From this, we developed a set of customer personas that the marketing and sales team could use to develop communications and products. The research has played a fundamental role in the strategic direction for targeting communications and product development for the respective personas, including matching existing product portfolio with the appropriate persona types.