The tweet smell of success: Nissan is first European carmaker to sell a car on Twitter
Nissan has become the first automotive brand in Europe to sell a vehicle exclusively through the use of social networking site Twitter.
From first contact with the client to the final decision to purchase – just six days later – all communication between flagship Galician dealer Antamotor and customer Raul Escolano took place digitally via the social media platform.
Known to the dealership as user @escolano, he first courted car companies using the hashtag #compraruncocheportwitter (in English, ‘buy a car on Twitter’).
Escolano threw down the gauntlet to automotive brands across Spain, challenging them to support him in buying a vehicle, solely through the use of social networks.
Nissan, via leading franchisee Antamotor in A Coruña, impressed Mr. Escolano with its innovative approach, using popular new platform Periscope to film the X-Trail, with the dealer presenting all of the vehicle’s key features in a personalised walk-through which was uploaded to a live stream.
Nissan then went head-to-head with rival models in a poll on Twitter, posed by Mr. Escolano, in which followers were asked to rate the cars on the shortlist. The survey, which received 2.6 million impressions (source: Brandwatch), ranked X-Trail ahead of its rivals with 43% of the vote, effectively helping Nissan to seal the deal.
In the spirit of the truly innovative purchase, keys to the X-Trail were delivered direct to Mr. Escolano’s home by courier, to complete the online transaction.
The vehicle itself was collected from the brand’s Spanish Headquarters, in the first face-to-face interaction between Nissan and the customer since the sale began two months ago.
Embracing technology to improve service – the Nissan Customer Promise
Today’s customers typically visit a dealership only once before an automotive purchase, down from five visits a decade ago, so it’s clear that the online experience has never been more critical for automakers. In select markets, Nissan has also deployed innovative technologies like ‘e-vision,’ a video diagnostic tool for time-sensitive customers looking for greater transparency and clarity around their vehicle service.
In October 2015, Nissan announced a new European customer experience initiative which is in fact one of the industry’s broadest-reaching customer service transformation programmes.
The five point Service Customer Promise includes 24/7 customer service contactability, lifetime Nissan assistance, service price match, a free transparent vehicle health-check, and free courtesy car with any service operation. It is the first time that an automaker has made a region-wide promise to its customers, signalling Nissan’s commitment to leading the industry towards greater transparency when it comes to aftersales support, pricing and servicing.