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Video technology proving popular among car dealers

The use of video in the UK automotive industry continues to increase among manufacturers, dealers and the body repair industry as CitNOW trebles its turnover in 2014.

Automotive video technology expert CitNOW has delivered more than a million personalised videos to car dealerships during 2014, with daily upload in December reaching in excess of 7500 videos.

It estimates that the use of video by the UK automotive industry will triple again in the next six months, with the company’s network of 1500 franchised dealers producing at least 25,000 videos a day.

The company has identified that dealers have experienced the real benefits of CitNOW in sales, which has led to increased use with new and used vehicles, red work conversion in the workshop has also become a key focus, delivering an immediate improvement in performance and customer satisfaction scores are directly affected in a positive way by the volume of CitNOWs sent to customers.

Chief executive of CitNOW Alistair Horsburgh said: “We’re into an unprecedented phase of accelerated adoption. The industry has woken up to the role video plays in the customer journey, for sales and aftersales.

“Given that the majority of dealers are still learning, and primarily focus on sales or aftersales, we know that these numbers are just the tip of the iceberg.

“2014 was a defining year for CitNOW video uptake. 2015 will see CitNOW becoming more engrained in sales and workshop processes with increased functionality from us and increased uptake from the market.”

Analysis shows that more than half (58%) of CitNOW videos are viewed more than once, with the average number of viewings standing at 3.2 times per video presentation. The use of smartphones to view CitNOW videos is also increasing rapidly, with 54% of customers now using mobile devices to view its videos. The daily viewing peak is between 4:30pm to 5pm with Thursdays proving the most popular for sales viewing.

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