• Video production increases markedly over the past two years
  • New research indicates 83% of younger car buyers are more inclined to buy a vehicle if they receive a personalised video
  • Next generation CitNOW apps to launch by the end of 2021

CitNOW, the digital communications specialist, has passed the landmark total of 60 million videos produced using its technology. The milestone was reached as CitNOW saw a 15% increase in the number of videos created by the automotive retail industry over the past two years, with an average of one million videos now being produced per month.

For many retailers, video is one of the most preferred communications tools for engaging with car buyers right from the enquiry phase. Data from a recent CitNOW Group report, ‘The Ultimate Digital Customer Journey’, shows that 72% of car buyers under 45 years old would be more likely to buy a vehicle if they received a personalised video of it. For car buyers aged 18-24 this figure rises to 83%, suggesting that the rising popularity of video is set to continue.

The report, which examines how technology is redefining the retail experience, also reveals that almost nine out of 10 (87%) respondents prefer to start their car research journey online on a car manufacturer or retailer website, a 10% increase from 2020. With 84% of car buyers finding video a valuable part of the customer buying experience, a personalised video response to an initial query can have a massive influence on the success of the transition from online to offline interaction.

“With the car buying journey increasingly starting online, it’s important that retailers address new buying behaviours”, comments Alistair Horsburgh, Chief Revenue Officer at CitNOW Group. “They need the flexibility in their digital communications strategies to allow sales staff to respond to queries in a timely manner that is appropriate for each individual and that enables them to build an emotional connection.

“Our latest survey revealed an even split between car buyers who said they still want the in-showroom experience and those who don’t see it as a priority. With each customer’s pathway to purchase becoming increasingly unique, it’s crucial that retailers utilise the digital tools available to effectively engage with potential customers and deliver the right journey for their needs, from first enquiry to purchase.”

To help retailers adapt more easily to changing consumer behaviours, CitNOW will be rolling out free upgrades to its existing iOS users by the end of 2021. The next generation apps represent the biggest ever update to the CitNOW mobile platform and offer a more streamlined and intuitive interface for its Sales, Workshop, Web and Bodyshop products, to help retailers progress further into an era of ecommerce-focused car retailing.

Further findings from CitNOW’s latest report, ‘The Ultimate Digital Customer Journey’, can be downloaded at https://www.citnow.com/resources/ultimate-digital-customer-journey-2021-report.