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Car dealers urged to recognise smartphones' potential to boost sales

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Tech-savvy car dealers have been urged to recognise the potential sales boost that can be delivered by embracing smartphone technology in their business.

Research carried out by by iVendi and CitNOW has reinforced the arguement to target customers through their mobile devices.

Figures from iVendi show that at the start of last year, smartphones accounted for 66% of site visits, that figure has jumped to 69% in 2018. These figures are taken from visits to dealer web sites that use iVendi online motor retail technology.

IVendi chief exective, James Tew, said: “This is very much about the increase in popularity of larger screen smartphones and especially the iPhone X and other Plus models, which are having a measurable impact. For this reason, tablets are falling away.

“What it does underline is that dealers need to ensure that the functionality of their web sites and their entire online motor retail experience is nothing less than superb.

“The fact is that, in 2018, the mobile is the online retail tool of choice and that applies as much to cars as it does to books, clothing or any other purchase.”

It has also been suggested that smartphones could bring female customers closer to the car sales experience.

Analysis from CitNOW has shown that out of 2,000 females surveyed, 60% were more likely than men to watch video content on their smartphones.

Using video to showcase new and used vehicles is becoming more commonplace within the industry.

The report states: “Women are driving demand of mobile video in the marketplace, with nearly half of female car buyers planning to consider the use of personalised video.”

CitNOW UK’s chief executive, Alistair Horsburgh, said: “It’s clear that there is room for improvement of how comfortable women feel in the car-buying process and an understanding of how they shop is crucial to addressing this.

“Ask any retailer and they’ll agree that effective communication and trust are two of the most important elements of the car-buying process and our latest research proves that mobile video can be a major factor in establishing both.”

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