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? Are your customers’ video expectations, which are being squarely set on social media platforms and shopping sites, being met on your website and through your communication channels? If not, you will need to adjust your merchandising strategies. And of the hundreds of facts, figures and stats that we could share about why video matters in the car-shopping journey, here are two worth knowing:
70% of all car buyers watched up to 2 hours of on- the-road video before purchasing (Think with Google). And this is a pre-pandemic stat!
Dealer Inspire notes that since the COVID pandemic, the average car buyer has watched 19 videos before making an automobile purchase .
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