If you’ve ever purchased a home, clothing, technology, furniture, or planned a trip, you probably started researching on the Internet. And I’m betting that most of you watched videos along the way that helped you gather information and make an informed decision.
Car shoppers are no different. They want to see video that brings your dealership’s inventory to life. Videos educate customers and establish an emotional connection between them and your vehicle, driving more leads and sales.
Here are some key benefits of using video to merchandise your vehicles:
Higher Website Conversion Rates
One of the most significant benefits of incorporating video into your vehicle merchandising strategy is the increased time potential buyers spend on your website. Engaging video content keeps visitors interested and encourages them to explore your site further. The more time that customers spend on your site, the more likely they are to convert from browsers into buyers.
Research shows that websites with video content experience higher conversion rates. For car dealerships, this means that showcasing vehicles through detailed video walkarounds can provide customers with a comprehensive view of the car’s features, making them more likely to submit a lead.
Low Funnel Phone Opportunities
Videos provide a detailed look at a vehicle’s features and overall condition, which helps move potential buyers further down the sales funnel. The more videos a car shopper watches, the more knowledgeable they become about the vehicles they are interested in. This increased awareness can lead to informed questions and higher-quality leads.
When potential buyers reach out via phone, they are often close to making a purchase decision. These low-funnel opportunities are valuable because they typically involve customers who are ready to move forward, increasing the likelihood of closing the deal.
Enhanced ROI on Marketing
Incorporating video into your merchandising strategy can significantly boost the return on investment (ROI) of your existing marketing initiatives. Inventory videos can be easily integrated into various marketing channels, including social media, email campaigns, and online advertisements.
For example, when shared on social media platforms, videos attract more views and engagement than static images alone. Email campaigns that include video content have been shown to achieve higher open and click-through rates. And videos are ideal to use in retargeting ad campaigns, increasing the chances that a prospect will return to your website. By leveraging video, you maximize the impact of your marketing efforts and reach a broader audience.
Greater Consumer Trust
Trust is a critical factor in the car-buying process. Customers are more likely to purchase from dealerships they perceive as transparent and reliable. Video content can play a crucial role in building trust by providing detailed, honest representations of your vehicles.
In addition to inventory videos, providing 360-degree spins that show close-ups of key features demonstrates a high level of transparency. Customers can see the vehicle from multiple angles and get a better sense of its condition, helping to reduce some of the uncertainty that accompanies car shopping.
Improved Customer Experience
Finally, video merchandising enhances the overall customer experience. Buying a car is a significant investment and customers want to feel confident in their choice. Videos provide an immersive experience, allowing customers to virtually explore the vehicle from the comfort of their homes.
The more information that you provide online, the more empowered your customers feel.
Incorporating video into a vehicle merchandising strategy offers many benefits that significantly enhance your dealership’s marketing efforts and customer engagement. From increasing website conversion rates to building trust and improving the overall customer experience, video is a powerful tool that can drive sales and set your dealership apart in a competitive market.
