Car Buying Online

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It may look at first glance like a modest suburban car dealership, but from their location 20 miles northwest of Boston, the team at Acton Toyota has set out to revolutionize the way cars are bought in the Internet Age. The online team at Acton Toyota has thought carefully through every stage of the traditional car buying process, and has come up with myriad innovations in implementing its online car buying service.Nobody can tell that story better than happy customers, and so Acton Toyota set out to document that experience in video, and they asked DigiNovations to help them think through how to tell the story. True to the dealership's mission and style, the resulting piece is full of utility and service, not self-congratulatory sales pitches."Inside the Online Car Buying Experience" is built as a modular video series within an intenet TV channel on the Brightcove platform. The first three episodes, launched with the channel this week, guide viewers on what to look for and how to prepare at three critical stages of the buying process.The voice of the customer comes through loud and clear in these pieces, and the dealer spokesmen in the video segments come through as experts, not as sales people. The combination — of happy customers and their expert guides — is very effective testimony to the new realities of online car buying.

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