Greater digital freedom for caravanning fans

"We want to link up customers and dealers and set the course for digitalising the market," said Holzwarth. Features such as the lifestyle search help potential new customers find the right vehicle. People are asked about their travel habits e.g., how many people are travelling, whether they want to go to hot or cold regions or whether they want a simple or luxurious vehicle. The floor plan filter can be used to deduce the number of sleeping berths and type of beds - whether alcove or king-size - in the vehicles on offer. "Once the customer has shortlisted three or four models, our vehicle comparison helps them make their choice. The various equipment features are given a thumbs-up or down," said Holzwarth, explaining another Caravana feature.

The ideal equipment is one thing, but the price is another, said Holzwarth. The strong demand during the pandemic is a while back, but rising prices have changed the market in the meantime. "A panel van that cost around EUR 50,000 before 2020 now costs EUR 70,000. Vehicles in the high price segment were available from EUR 140,000 before COVID-19, but are now quickly approaching the EUR 200,000 mark. And the number of customers willing to pay more than EUR 100,000 or even EUR 120,000 is decreasing," said Holzwarth. That makes it all the more important to browse on websites like Caravana. And the target group is becoming increasingly digital. "Getting information digitally before making a purchase is the new norm. Customers are becoming more demanding. Anyone making an enquiry today expects a quick response. We have to provide an offer within minutes, but within an hour at least." Caravana uses the Syscara software to satisfy these customers.

Although pen-and-paper offers are the exception, retailers are showing keener interest in digital solutions. "Most retailers recognise the importance of thinking about the customer journey from the outset." It is crucial to identify purchasing motives and trends, such as the increasing digitalisation of vehicles, as early as possible. "More and more customers want to keep an eye on their vehicle remotely per smartphone. They want to be able to check the battery or the fresh and waste water levels. Some want to use their motorhome as a remote working space.” That calls for folding desks and large screens. Holzwarth has also noticed a growing interest in self-sufficiency. "This covers solar systems for motorhomes and caravans, as well as methods of treating drinking water.” Campers love the freedom and independence offered by this means of travel. Naturally, Holzwarth is among the enthusiasts. "The lack of infrastructure at the car park on the Lausitzring is not a problem. We come prepared thanks to our motorhome."
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