Digital Shopping Journey for Autos

Purchase Journey Case Study


A major automotive manufacturer wanted a better understanding of the overall purchase journey and the role of various digital tools throughout the process because they believed that technology was rapidly changing the way consumers shop for and service new vehicles.  They wanted to identify the digital experience tools that could most drive consideration of and loyalty to their auto brands.

Research Design

Russell Research incorporated elements of the qualitative Customer Journey methodology with a quantitative evaluation to identify the behavioral triggers and tools used during initial consideration, shopping, the final purchase decision, vehicle setup/customization, and ownership.


The study results were used in the development and refinement of a digital experience that is now featured on brand websites, brand configuration apps, and local dealer websites.