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Has video helped entice customers back onto the forecourt?
By Alistair Horsburgh, CEO, CitNOW
Our latest consumer research has found more people now than at the beginning of the decade are looking to visit dealerships as part of the car-buying process.
More than half (54%) said they would visit a forecourt as part of their research when looking for their next car than in 2010 (48%). At the same time, interest in online video reviews as part of the research process has almost doubled from 13% to 25%.
Whilst these latest figures, due in a new report this month , shows a renewed interest in paying a personal visit to the dealership, almost a third (32.5%) would consider buying their next vehicle entirely online.
Woven into both these trends is the transparency provided by video and the quality of video footage, still images, and exterior and interior 360-degree shots.
Interestingly, both the growth of online and the return of the showroom visit suggest a greater consumer trust in dealers with personalised video helping to bridge their online and offline experience.
Consumer research has always shown a reluctance to visit a dealer with the fear of haggling often top of the worry list. Video has been a massive stepping stone in changing those customer perceptions.
If genuine end-to-end online sales are to succeed then transparency, openness and honesty is a must and video plays a key part showing the vehicle from all angles including mileage and any imperfections, along with building an emotional engagement with the sales executive onsite.
Customers are more likely to show up on site if they have seen a video. Add in the uplift in customer satisfaction after receiving the video and it’s not surprising video is helping entice customers back into the showroom.
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