Forward thinking dealer groups are leading the way as video enters a new era where it is used at every opportunity and is fast becoming the ‘normal’ way to communicate.
Details will be revealed at Automotive Management Live.
Free to attend for dealers and manufacturers with pre online registration, Automotive Management Live is a new expo incorporating a range of supplier exhibitors, a legal advice clinic, F&I theatre and a series of best practice masterclasses.
Taking place at ArenaMK, Milton Keynes on Wednesday, November 16, the event is unique in the automotive retail calendar.
In its best practice seminar, Alistair Jeff, CitNow's UK managing director, will draw on the experience of its clients including that of JCT600.
The group has transcended using video for the traditional areas of sales and service and utilises it in a number of ways including teasers or a video diary when a new car arrives off the transporter, undergoes its PDI and ends up in the showroom complete with cover.
Andy Bateman, head of group operations, said: “As well as creating excitement about the car’s arrival, it makes the process transparent because the customer sees behind-the-scenes and understands what goes into preparing the car for handover.”
JCT600 also uses the medium for training, recruitment and to create content and the group now produces a consistent number of videos or around 3,000 per week after launching in April 2015 and taking just six months to reach this level of output.
He said: “Most people still have a misconception about the industry and are pleasantly surprised when we take the time to shoot them a personal video and it is also very transparent. We know people are impressed, video is mentioned in feedback at least two or three times a day.”
Jeff will also highlight the journey of another client Jardine Motors Group.
Its staff produced few videos, yet 18-months ago, now video has been adopted at every level in the dealership and in July its employees produced an incredible 18,000 videos compared to just 200 in February 2015.
Operations director Jason Cranswick said: “We wanted to build trust with our customers and give the best advice, but there has also been material benefits including higher levels of customer satisfaction and increased revenue.
“It has been a learning curve for us particularly how we prepared our team members to become both comfortable and competent whilst having fun.
"Producing videos is now considered normal throughout the group. I do think it will become as normal as email as a means to communicate with customers in the very near future. We need to understand and embrace rather than resist.”
Inevitably, with all new mediums, new challenges arise and one which the Jardine Motors board is grappling with is the audit trail of video.
Jeff will explore how video has moved into a new phase, including the increasing number of touchpoints where it is being used and some of the new challenges which have emerged.
He said: “Video has grown and developed widely over the past 12 months and the groups which have embraced it at every opportunity in their business are heralding a new era where it is considered normal to communicate this way.”