Study explores 'anatomy of an auto shopper'
Luxury car drivers do not behave the same way as drivers in other segments when they are off the road, according to a study released Feb. 15. “One surprising statistic was that luxury car shoppers were 55 percent more likely to frequent Costco than non-luxury car shoppers," says Jon Schulz, CMO of Viant. “Conventional wisdom might lead folks to assume that non-luxury car shoppers would have a higher penetration at a warehouse discount store like Costco. Retail habits can often surprise even the most seasoned advertising professional. It definitely pays to do your homework here.”Source: Marketing Daily
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