Dealers overlook women in digital services
New research has found that men are almost twice as likely as women to receive a personalised video when buying a car.
The research also found that half of women would be more likely to buy a car if they had received a pre-recorded video of the car they were interested in, or had taken part in a live video chat.
The nationwide survey was carried out by CitNOW, which found that nearly half of women (47%) said personalisation was one of the most valued elements of video communication. It also revealed that more than two fifths of female car buyers (43%) said that they would be willing to travel further to a car dealership if the dealer sent a personalised video of the specific car they were interested in, and that women are more likely to buy online than men if they received a walkaround video (48% for women versus 39% for men).
Carol Fairchild, chief customer officer at CitNOW, said: “With showrooms now open across the UK, retailers should still be utilising their new or enhanced skills in digital communication to give car buyers the best of both the physical and digital worlds.
“Customers now expect a choice in which elements of their car buying process they wish to conduct in person or online, and video enables an effective way for retailers to engage with customers in a transparent and personal way. Our research found that 84% of all consumers who received a video when buying a car felt it to be a valuable part of their experience, with female buyers ranking personalised interaction as the biggest reason for this.”
