A Toyota dealership group in Northern California wanted a deeper understanding of the car buyer journey, including how consumers cross-shop their competitors.

OnSpot provided visitation and demographic data on 53 Toyota dealerships and competitor dealerships in the Northern California market:

• Honda
• Kia
• Mazda
• Nissan
• Subaru
• Volkswagen

Data was compiled to show the following:

• Cross shopping, including buyers that visited multiple Toyota dealerships
• Visit behavior such as time-of-day and day-of-week to understand how long it takes for a buyer to make a purchase decision
• The average number of different dealerships a buyer visits before purchase

The analysis disproved several key preexisting metrics for the Toyota dealer group:

• That Mazda was their biggest competitor brand, when in fact 37.3% of Toyota shoppers most often also visited a Nissan location.
• That customers typically take three weeks to make a vehicle purchase, when the data showed that it actually is seven weeks.
• That customers visit two competitor dealerships before buying and the OnSpot analysis showed four.

This dealership group was able to win a linear TV campaign based on this compelling competitive analysis. OnSpot was therefore able to deliver a precise target audience of in-market households, based on their competitor shopping behavior, to receive the TV advertising.