Video has been rated by vehicle retailers as the most important ‘digital tool for dealership operations’ in 2020, according to research conducted by CitNOW. The survey found that 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%).

CitNOW’s research also highlights how motor retailers in the UK are adapting to changing consumer behaviours and ongoing trading restrictions. 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%).

Additionally, businesses are actively looking to increase their digital capabilities: 87% of respondents agreed with the statement “it’s more important than ever to invest in digital communications,” as a result of the Covid-19 pandemic. More than 83% of businesses have already invested in improving their video capabilities, with three-quarters (74%) of respondents stating that they felt customers value the relationship-building aspect of video the most.

“The current pandemic has been hugely challenging for motor retailers, but it’s also been one of the biggest triggers for change,” commented Alistair Horsburgh, CEO, CitNOW.

“We’ve seen the significance of digital communications grow, with increasing numbers of retailers turning to video as a trusted tool.”

“While consumers are prepared to return to showrooms, video is enabling businesses to prepare for all eventualities, and build trust and transparency at all stages of the sales and aftermarket process. We want to help sales staff and dealerships respond quickly to individual customer enquiries with a level of detail and emotional connection comparable to visiting a dealership.”

Live and pre-recorded video production at record levels

The increasing industry focus on digital communications has seen video production reach record levels. In September 2020, 1.06 million videos were created on CitNOW’s Sales and Workshop apps, with 21% more customers watching received videos compared with the same month in 2019. Similar video production numbers were also seen in October this year, highlighting how video is continuing to be an effective channel for customer communications.

CitNOW recently launched a new Live Video functionality within its Sales and Workshop apps, to allow direct face-to-face interactions with customers. This enables sales staff to follow up leads remotely, explain diagnostic reports and discuss aftersales work in real time, while adhering to social distancing protocols. In November, the number of live video chats accelerated, with a 236% increase in weekly average Live Video sessions held with customers since national lockdown measures were reintroduced in England.