Showroom software firm Dealerweb has been bought by CitNOW in a deal which the video software experts believes will leverage innovation and help motor retailers provide "an outstanding customer experience".

The two companies will continue to operate autonomously while working together to drive innovation, said The CitNOW Group, by sharing insight and experience and improving efficiencies.

Martin Hill, one of the founders of Dealerweb and its current chief executive, will continue to support the business as strategy director, with managing director James Hill assuming day-to-day management of the company.

“We are bringing together two leading automotive technology companies to leverage innovation and help retailers and manufacturers deliver an outstanding customer experience," said Geoffrey Page-Morris, executive chairman of The CitNOW Group.

"The pandemic has shown that the automotive industry can adapt at pace with technology playing a key role in the future success of the industry. We are delighted that Martin Hill has agreed to be part of our growth, in the role of founder and strategy director of Dealerweb to assist us in bringing new technology to the market.”

CitNOW, backed by investment firm Tenzing, pioneered video in the automotive industry and has grown rapidly to become a global market leader with more than 10,000 installations in franchised car dealerships in 62 countries.

Hill said: “There are big opportunities to grow both Dealerweb and CitNOW by sharing insight and experience across both businesses.

"It will accelerate the pace of innovation to help retailers work more efficiently. The age of digital disruption is here, and it’s our mission to help retailers benefit from the changes.”

Dealerweb’s cloud-based enquiry management systems support retailers and manufacturers in the UK and Europe with their sales processes. It has grown to become an ecosystem of tools that can manage the process from first enquiry to building and closing a deal. Its services also automate the collation of web-leads from all sources and offer the option to respond via a fully-formatted bespoke HTML email template or with a direct call to the customer.