Advertisement feature from CitNOW
The Web Effect
By Carol Fairchild, commercial director, CitNOW
A web-first marketing strategy has dominated the past decade, yet never has it been so influential for car buyers. With 51% of car buyers starting their car purchase research online, making a stand-out virtual showroom is a necessity for today’s car buyers.
Finding a way to streamline and accelerate your forecourt-to-web processes provides massive advantages – particularly given the average holding cost of a used car in the UK is more than £100 a day. The faster used cars are uploaded online, complete with all related digital assets, the faster sales enquiries come through to a dealership.
A new report from Google* says streaming video content has increased 28% year-on-year, with 50% of shoppers saying online video helped them decide which brand or product to buy. Meanwhile, two thirds of drivers feel it’s important to see high-quality interior and exterior imagery of their purchase – further highlighting the importance of compelling digital assets in an ever-competing marketplace.
Tripling content output – images, 360-degree views and video – in one streamlined process, with a solution such as CitNOW Web, means retailers can upload rich assets as soon as vehicles are retail-ready. Vehicles can appear on the physical and virtual forecourt virtually simultaneously, with no waiting for the photographer to arrive. This can easily save a week or two between a vehicle that is retail-ready and sales enquiries arriving.
The time saving of a week or more provides a huge competitive advantage to those dealerships that embrace technology platforms. Capturing high-quality assets, and making distribution of those assets easy and seamless, helps customers and dealerships to connect even quicker. Rich assets, including video and 360-degree views, allow customers to learn about the car in their own time, enabling a faster sales process – as conversations can move to the deal stage faster.
We will demonstrate how a less than two-hour turnaround of a vehicle from physical to digital forecourt can boost sales at our Automotive Management Live workshop on November 7. You can also find out more at our stand, C14.
For more details
Call: 01189 977 748