Video dominates digital tools at dealerships
Video has been rated by vehicle retailers as the most important ‘digital tool for dealership operations’ in 2020.
According to research conducted by CitNOW, four out of five (79%) motor retail staff value pre-recorded and live video communications highest, ahead of their dealer management systems (66.5%) and social marketing platforms (67.4%).
Its research also found that over 93% of respondents rated video as an important communication tool for keeping in touch with customers that are unable or unwilling to visit the dealership, above texts (81%) and social media messaging (72%), and behind only telephone calls (100%) and emails (99%).
Alistair Horsburgh, CEO, CitNOW, said: “The current pandemic has been hugely challenging for motor retailers, but it’s also been one of the biggest triggers for change. We’ve seen the significance of digital communications grow, with increasing numbers of retailers turning to video as a trusted tool.”
