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The car dealer's 21st-century marketing toolkit


The motor retail industry sees video as a tool to build customer trust and engagement.

Nissan GB has mandated the use of CitNow video technology for aftersales. CitNow chief executive Alistair Horsburgh said using video in the service department can also increase transparency and validate the need for required work, visually demonstrating to customers the kind of wear on tyres or brake pads to help convince them they need to take action. Nissan is also looking at how it can use video in other ways, for example in the warranty claims process, where video could be used to help speed up the decision-making process on warranty work.

At AutosOnShow, marketing director Rachel Price said using a tablet-based app to supply a prospective car buyer with a personalised video walk-around of the car in which they’re interested can quickly inform them of its features and engage them directly. Doing such a video live can also allow the customer to ask questions along the way, effectively enabling the sales executive to make a full showroom presentation online.

Price said it also builds trust with used car customers, given that the video images cannot be doctored. “The whole thing about video is it’s transparency on demand,” she added.

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