Drive Motor Retail Group has announced a substantial expansion of its partnership that will see CitNOW’s latest Web application rolled out across its entire dealer network. The new agreement, which will affect 16 retail sites across the UK, comes as the number of videos produced across the Drive business exceeds 15,000 in March 2021, with video use in sales up 374% on the same period in the previous year.
- Award-winning Drive Motor Retail Group expands CitNOW services across entire network
- Production of CitNOW-based digital content reaches all-time high
- Group reports “a direct correlation between our sites’ success and the extent to which they use CitNOW services in both sales and aftersales”
Drive Motor Retail Group, which was named European Dealer Group of the Year 2019 by Groupe PSA, is expanding its subscription to add CitNOW Web after witnessing a stark improvement in performance at sites utilising CitNOW Sales and Workshop more effectively. They found that retailers producing greater quantities of high-quality sales and vehicle health check videos (VHCs) sold more cars, parts and hours, leading to increased profitability in parts and workshop hours.
Sites initially using CitNOW Web have seen an immediate benefit in being able to capture all the necessary digital marketing assets to create an accurate visual representation for all stock online. The platform will provide the Group with a process that can be easily adopted across the network, to maintain a consistent online presence and provide the customer with high-quality pictures, 360 and videos to enhance their purchase experience.
“While CitNOW has been helping us communicate clearly and effectively with our customers since 2015, the partnership has proved particularly valuable over the past year,” said Chris Blake, Group Training Manager at Drive Motor Retail Group. “The consistently high standard of videos produced and the level of detailed information we can provide is giving customers the confidence to make quicker and more informed decisions or purchases, whether online or through our click and collect services. It was a simple business decision to expand the use of CitNOW across our entire network.”
“The majority of customers who use CitNOW’s star rating option will award us five stars, simply because of the information given, channel of communication and the ease of use. Communication is one of the biggest factors that can help improve and keep high CSI scores, and this expansion of CitNOW across our entire network will enable us to capitalise and build on this success.”
The Group is further improving the customer experience by implementing CitNOW Clarity powered by Dolby.io, an audio enhancement that reduces distracting background noises that can often be heard in videos filmed in workshop and forecourt environments.
Drive Motor Retail performed strongly in the Vauxhall dealership 360 performance rankings for 2020, which measure sales volume and market share combined with customer satisfaction scores from both sales and service customers, with its Hartlepool showroom ranking first out of 170 dealerships. Five other Drive dealerships secured places in the top ten, with Redcar and Stockton-on-Tees ranking third and fourth respectively, while Drive’s Bury St Edmunds and Leicester dealerships came ninth and tenth place.
