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by Andreea on 29-Jan-2024
In today's fast-paced world, the concept of vehicle ownership has transitioned from a luxury to a fundamental need for many. In 2021 alone, it was estimated that almost 57%* of people living in the European Union owned a car. In the United States, this figure rises to 91%* per household. Regardless, when it comes to buying a new car, most of us are lost, overwhelmed by the large offer and unsure where to begin the buying process.
This is where interactive digital signage comes in handy for the automotive industry. Not only is it the perfect sales assistant but, when used effectively, it can improve your marketing and communication strategy and even give your sales a boost.
In this article, you will learn what interactive digital signage is and discover five benefits this technology brings to any car dealership. Finally, you will gain a hands-on understanding of how effective digital signage is using a real-life example.
Table of Contents:
- What is Interactive Digital Signage?
- Top 5 Benefits of Interactive Digital Signage in Automotive Sales
What is Interactive Digital Signage?
From the early days of print adverts and billboards to the rise of internet advertising, the automotive industry has always been at the forefront of innovative marketing strategies. Now, the adoption of digital signage technology in the industry marks a new era, highlighting its growing importance in a digitally-driven world.
Digital signage is a medium for visual communication. A "digital canvas" that can be used to display any sort of content from sleek videos to static images. Digital signage installations usually consist of digital signage hardware components such as displays, external players and the CMS or Content Management System software.
Depending on the digital signage software you choose, you can incorporate different add-ons that enhance your message, turning your customer experience into an interactive journey. Instead of using digital signage to merely display the features of the vehicle for sale nearby, you can create an immersive branding experience using recordings of different driving scenarios inside that same car. This will make customers feel like they are already doing the test drive before they even get to make an appointment with the salesperson.
At ScreenCom, we have a dedicated team of specialists with a wealth of knowledge about digital signage. Throughout the years we have developed custom add-ons for Samsung's MagicINFO, a versatile, easy-to-use secure and customisable software for digital signage.
One such add-on is YoYo, a MagicINFO add-on that works seamlessly with this software in combination with Samsung smart signage displays. YoYo works by sending out a signal to MagicINFO that reacts to event triggers and sends content to one or multiple displays. The YoYo software is fed by the NFC technology, Nexmosphere sensors or webhooks that work as triggers, launching tailored content on the displays.
Top 5 Benefits of Interactive Digital Signage for Car Dealerships
There are many ways interactive digital signage can improve the customer experience in car dealerships. From engaging potential buyers in new and exciting ways to providing personalised experiences, we will focus on how this technology is not just a tool for showcasing vehicles, but a game-changer in enhancing customer satisfaction and driving sales. Here are the top five benefits car dealerships can reap from using interactive digital signage.
1. Improve Customer Engagement in the Store
Interactive digital signage takes customer engagement to a new level in the automotive industry. Dynamic displays are used to captivate shoppers through interactive features like touch screens, enabling customers to explore various car models, compare features, and even customise their potential new car with different colours and accessories.
This hands-on approach not only makes the car buying process more engaging but also helps buyers feel more connected to their choices, enhancing their overall experience at the dealership.
2. Enhance Customisation and Personalisation of Your Car Dealership
One of the standout advantages of interactive digital signage is its ability to offer personalised experiences to each customer. Imagine a potential buyer walking into a dealership and being greeted by a display that can tailor its content based on their interests – from showing luxury sedans to family-friendly SUVs. Customers can interact with these displays to find vehicles that match their specific needs and preferences, leading to a more satisfying and tailored shopping experience.
3. Increase Sales and Revenue
Introducing interactive digital signage in car dealerships can significantly boost sales and revenue. These innovative displays not only enhance the appeal of the vehicles but also provide sales teams with powerful tools to showcase features and benefits effectively.
Dealerships using digital signage often report increased customer interest, longer engagement times and ultimately, higher sales conversions. The interactive element allows for more effective upselling and cross-selling of car features and dealership services.
4. Reduce the Perceived Wait Times in the Showroom
In automotive dealerships, interactive digital signage is essential in minimising customers' perceived wait times. The car buying process often includes inevitable waiting periods, whether it is for a consultation with a salesperson, finance approval or the preparation of a vehicle.
Digital signage can transform these typically unproductive periods into captivating and informative intervals. By showcasing a diverse array of content, from detailed car features and interactive quizzes to the latest industry news or even entertaining videos, the displays engage and hold the customers' interest.
This approach not only makes the waiting time feel shorter but also opens up opportunities for dealerships to subtly highlight their offerings. Consequently, the customer's time in the dealership is experienced as both valuable and engaging, enhancing their overall experience.
5. Build Brand Awareness
Digital signage contributes to building a strong brand image and awareness and car dealerships make no exception. These state-of-the-art displays project a modern and sleek imagery, aligning the dealership with the cutting-edge vehicles they sell.
By providing an interactive and informative experience, dealerships can enhance their reputation as customer-centric and innovative, which is crucial in today's competitive market. This attracts new customers and helps retain existing ones by reinforcing their choice of a technologically progressive brand.
To make your showroom stand out, here are some of the best digital signage practices you can follow. For instance, adding testimonials and reviews to your content strategy can contribute to an increase in customers' trust by showing them successful real-life applications.
Interactive Digital Signage Success Story: Seat's Futuristic Showroom
A great example of interactive digital signage in the automotive industry is the Seat futuristic car showroom in the Westfield Shopping Centre, London. Faced with the challenge most dealerships encounter – the hard-sell environment, Seat wanted to turn their showroom into an enjoyable walk-through experience for potential customers. To achieve their goal, they installed a curved LED wall that was so attention-grabbing people stopped by just to see what it was.
But that is not all. They made use of touchscreen displays to allow the customers to interact with the products they offer without the pressure of buying that so many people feel when talking to a salesperson. In the end, Seat successfully turned their store into a fun retail experience.
Conclusion
Interactive digital signage is an important and exciting development in the automotive industry. Eye-catching displays with sleek imagery are used to improve the customer experience, capturing and retaining the attention of potential buyers. All about offering a unique customer experience, digital signage can help increase overall sales in the dealership.
Furthermore, digital signage has the potential to reduce perceived wait times, significantly contributing to a more customer-friendly showroom environment, while subtly emphasising products and services. A perfect example of how powerful this technology can be is seen in the Seat car showroom in London. Their use of interactive digital signage has completely changed the way cars are sold, proving that adapting to the ever-changing times pays off when done right.
Useful Resources:
Number of cars per inhabitant increased in 2021: https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20230530-1#:~:text=In%202021%2C%20the%20average%20number,central%20and%20eastern%20EU%20members.
Car Ownership Statistics 2024: https://www.forbes.com/advisor/car-insurance/car-ownership-statistics/
The YoYo MagicINFO add-on: https://www.magicinfoservices.com/magicinfo-addon-yoyo
About MagicINFO: https://www.magicinfoservices.com/features/magicinfo-solution
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