Using video technology to showcase cars in stock has helped Volkswagen retailers cut two weeks off the amount of time those cars spend on the forecourt.
Analysis by CitNow, provider of video technology to the automotive industry, studied the length of time cars spent in stock at 120 Volkswagen retailers nationwide.
Over the course of four months, just under half of the cars on sale were supported by a video on the retailer’s website, created using CitNow’s Web application.
Those which had a video spent an average of 32 days in stock before being purchased, while those without a video spent 46 days in stock – two full weeks longer.
Joe Wilkinson, digital experience manager at Volkswagen, said: “Videos of used cars on our website are a really engaging way for customers to see the product transparently. Thanks to this increased reassurance and desirability we know that the cars with videos sell more quickly than those without and that’s vital.”
CitNow’s UK managing director Alistair Jeff, added: “More than half of all consumer internet traffic is video – greater than ever before, consumers of all products want video before making the decision to buy. Moreover, customers are 64% more likely to buy after watching a video.”