And consider what happens when consumers transition away from social platforms to shopping sites. Their expectations for video are being set by the likes of Amazon, Wayfair, Zappos, Walmart and even Home Depot. They all emphasize the prominence and the importance of full-motion video product overviews and photos. To support this point, let’s not forget that we, too, are shoppers. Like many, I grew a beard during the pandemic and found myself in the market for an electric beard trimmer. On my journey to discover, research and make a purchase decision on this high utility but low emotional product, I spent 20 minutes watching different videos and ended up buying a $37 razor on Amazon. Somehow Amazon knew exactly what I needed to make that purchase. But, last year, when I began my journey to discover, research and make a $37,000 new vehicle purchase (which is a highly emotional product), my local dealerships left me lacking, and I found myself having to take another step in my purchase journey by drifting away to automotive videos on YouTube. So it’s an important question to ask yourself. Are you doing everything you can to help your shoppers discover, research and make a purchase decision on your dealership website?
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