One Mercedes-Benz retailer has enjoyed an aftersales lift of more than a fifth since utilising video, explained Alistair Horsburgh, Chief Executive Officer at CitNOW, during his Making online work for you – Everything you always wanted to know about video, but were too afraid to ask presentation at the AM Aftersales Conference 2015.
“Mercedes-Benz use video health check, and has seen a 22% increase in sales for Mercedes Teesside,” he said.
The CEO of the video presentation company added that 1,500 dealerships uploaded 1.5m videos in 2014, demonstrating a growing trend towards digital media in the automotive industry.
A rapid video increase in video content across the car dealer community in the UK has seen CitNOW videos achieve 1.23m views in 186 countries. More than half (57%) of these views are on mobile and tablet.
Horsburgh also provided insight into how dealerships are embracing video content within their workshops and the results that are being achieved. Video establishes consumer trust and 15 seconds of video can buy you huge customer satisfaction versus other communication, Horsburgh revealed.
“Almost 40% of the franchise network use video in the content compared with 2% in Europe.”
The importance of maintenance and aftersales was fully confirmed when Horsburgh added that the service maintenance and parts market is worth £8bn. Furthermore, the use of video technology is becoming such an integrated part of servicing that Volvo has suggested to every dealer in its network that they need to use video by the end of the year.
When it comes to the detail, typically each video is 3.5 minutes in length when used in a sales capacity – and 57 seconds if used to highlight a technological feature.
The AM Aftersales Conference is set to help dealerships attain the highest profit margins possible by recognising and harnessing all opportunities as well as identifying additional revenue streams whilst ensuring traditional ones such as tyres are not overlooked.