EchoPark sells quality used vehicles at competitive prices in a haggle-free environment, enabling customers to afford the ride of their lives.
We interviewed 24 used car buyers to better understand their motivations and to identify the factors influencing their decision to purchase or forego add-on protections and extended warranties. Some of the things we talked about:
This type of questioning helped us start to separate buyers into different groups.
Customers buy different protection plans relative to their proto-persona group. From the inexperienced buyers who want total protection to the skeptics who refuse to buy anything “extra.”
Some buyers want personalized recommendations, while others want to “cut the fluff” and just hear the straightforward explanation of plan details.
Understanding each group’s approach to purchasing allowed us to create unique starting points that better address each group’s specific needs during the buying process.
The icing on top: Exploring each group’s thoughts and feelings about online shopping inspired new messaging and website features—a key component in EchoPark’s omnichannel strategy.
This customer knowledge will serve as the foundation for EchoPark's strategy moving forward, sparking new life into their marketing and sales initiatives.
What we delivered to EchoPark:
Proto-personas
User Interviews
Research Insights
Strategic Recommendations