Video usage hits record levels

The use of video in automotive retailing and aftersales increased by seven per cent last yeara record-breaking 12.9 million videos.

Meanwhile, retailers sent nine per cent more videos to consumers as part of the sales experience, while 24% more videos were shared as part of the aftersales process.

The benefits of video are increasing too. Insight from RTC, part of CitNOW Group, revealed that 68% of amber aftersales work was authorised in less than 30 minutes of customers receiving a video in 2023.

Its data also shows that using video to present a vehicle health check results in 10% more red work being converted on average, while tyre sales conversion rates increase by 32% and brakes and suspension work increases by 18%.

Rab Fyfe, group director of product at CitNOW Group, said: “The latest video usage data shows that digital communications – and in particular personalised video – is now commonplace in automotive retailing. We recently surpassed 80 million videos produced by retailers using our technology, with its popularity and effectiveness continuing to grow year on year. Consumers appreciate it too, proven by an average video rating of 4.8 out of 5 stars.

“Every point of communication in the digital journey can be supported by video, allowing retail teams to provide transparency in every interaction and build trust with their customers.”