The Dealer's View

Phil Drury

Head Of Business

"Stafford Audi's digital strategy has been evolving for some time now. We are the first Audi dealer to have its own iPhone app; helping customers search our current stock list. The addition of a live video presentation tool neatly dovetailed into distribution channels that were already in place: Facebook, YouTube, Twitter and the Swansway Stafford Audi web site. It’s no coincidence that our dealership ranks in Audi’s top 30, having built a very successful business by focusing on selling successfully remotely. C It now has helped contribute towards this success".

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C It Now Case Study: Swansway Stafford Audi

Background

Phil Drury, Head of Business at Stafford Audi, was already acutely aware of the impact that video could have on his business before C It Now was installed. Prior to installation in June 2010, Stafford Audi had been using flip camera technology to video cars and then manually upload the results to their web site.

The Challenge

With the introduction of any new technology the single biggest challenge is persuading the sales team to adopt it into their day to day process. Drury was acutely aware of this challenge and has left nothing to chance.

“I can’t bear the thought of having expensive kit sitting around not earning a return on the investment”.

The Solution

All 8 salespeople were trained in one day and a new ‘house’ rule was introduced; each person is expected to do one C It Now demo a day, whether this is live to a customer or filming a new used car on the stock list for later digital distribution. If you miss a day because it’s raining, that’s okay, you simply do two tomorrow. The dealership produces 48 videos per week come rain or shine.

Results

The integration of C It Now into Stafford Audi was effective and seamless. The additional video information, both live and pre-recorded, has changed the business mix (increasing national vs local). Shortly after implementing C It Now as part of their sales process the dealership was 130% against their 2010 profit target.