Audi Lakeland integrated personalised movies into its gross sales and repair technique in Might 2019, nicely earlier than the coronavirus pandemic compelled dealerships nationwide to take extra of their buyer interactions on-line.
It was fortuitous timing.
The movies have proved to be a significant instrument, particularly throughout the pandemic, as a result of they jump-start the gross sales course of and assist gross sales staff capitalize on leads by virtually instantly connecting shoppers no matter their location to automobiles they need, mentioned Paul Gomez, basic supervisor of the Qvale Auto Group dealership in Lakeland, Fla. The movies have boosted dealership site visitors and income.
“It has develop into most likely an important a part of our course of, as a result of what it does is introduce the client to precisely what they’re purchasing for on-line,” Gomez instructed Automotive Information.
Audi Lakeland made 9,597 sales-related movies between Might 2019 and Dec. 21, 2021, he mentioned. If a buyer clicks out of a video, they’re taken to Audi Lakeland’s web site.
The movies helped bump up natural site visitors to the dealership’s web site, leading to 11,276 web site visits for that very same interval, a quantity that Gomez described as “extremely” greater than visits in an earlier comparable interval.
The strategy is a definite change from how the shop beforehand dealt with Web leads, by typically answering buyer inquiries with a generic “Thanks for reaching out to us. We’ll offer you a name,” Gomez mentioned.
Gomez mentioned he will not neglect the second he totally realized video may work as a retail instrument. He had made a video of a Lexus NX 200t for an buyer in mid-2019, despatched it to her in an preliminary response and handed the potential deal off to a gross sales worker.
“As we had been delivering the automobile, I’m going out to [say] ‘Thanks for doing enterprise with us,’ and the woman goes, ‘Hey, you despatched me a video. I wish to let you realize that is why I am right here. That’s the coolest factor that is ever occurred,’ ” Gomez mentioned.
Video was integrated into Audi Lakeland’s service division in November 2019.
As soon as a automobile enters the dealership’s store, staff conduct a 150-point inspection and use video to seize footage of any issues exhibited — from low tire tread to fluid leaks.
Greater than 7,600 service-related movies have been made, Gomez mentioned.
The addition of video has helped the shop’s profitability, Gomez mentioned.
Dealership income rose 39 p.c in 2021 in contrast with 2020 — a rise that partially ties again to the video technique, he mentioned. Audi Lakeland bought 354 new automobiles and 557 used automobiles in 2021.
Gross income generated by the shop’s service and components division elevated 31 p.c in 2021 in contrast with 2020. The division’s efficient labor price elevated almost 17 p.c year-over-year as a result of extra service was bought on customer-pay restore orders, Gomez mentioned.
Gross income generated by the gross sales division rose 38 p.c in 2021. And operational gross revenue for the general dealership greater than doubled final yr, he mentioned.
Gomez acknowledged that these positive aspects had been largely tied to the weird market circumstances of 2021, however he mentioned a few of it can be attributed to the video push as dealership staffers discovered how you can excel at utilizing video to hook clients after which comply with by means of on offers.
“It will get exhausting to quantify,” Gomez mentioned. “Due to the availability being down and the demand being up, income is up in every single place.”
Prospects who’ve purchased automobiles after receiving the gross sales division’s movies additionally appear extra prone to return to the dealership for service work, Gomez mentioned. He attributed that to elevated belief and transparency created by the movies.
Whereas buyer response to the video technique is usually optimistic, Gomez famous that some consumers nonetheless choose strolling across the dealership and testing automobiles in particular person.
“They’ve at all times negotiated or labored their offers on paper, and we throw an iPad in entrance of them they usually need no a part of it,” Gomez mentioned. “However you make them really feel comfy and also you attempt to push by means of with the way in which we do issues, and if not, you then adapt to that. We’ve the flexibility to take action.”