Digital Signage in car dealerships: enhance communication and sales
When customers walk into an auto dealership, they often have countless questions but little idea where to begin. They know they want a car, but navigating the details with a salesperson can feel overwhelming. Digital Signage can simplify this process, providing potential buyers with information about available models and services while easing the salesperson’s role. Here’s how this technology transforms the dealership experience.
Picture a typical auto dealership: a large showroom filled with cars, scattered brochures, and information displays packed with technical jargon. For most buyers, the salesperson becomes the sole guide through this maze.
However, even the best salespeople might overlook mentioning current promotions, financing options, or payment plans. Meanwhile, customers may not know which questions to ask. This is where Digital Signage steps in.
Strategically placed screens and interactive kiosks provide customers with instant access to essential information. These tools not only guide buyers toward more informed decisions but also allow sales staff to focus on closing deals. The result? A smoother sales process and a better customer experience.
6 ways to use Digital Signage in car dealerships
Auto dealerships are an ideal setting for Digital Signage, offering numerous applications to enhance the customer journey and support sales teams. Here are six key strategies:
- Promoting incentives, discounts and bonuses
- Highlight service hours and other service information
- Tell customers your brand story
- Show commercials
- Provide details of promotions and special services
- Inform customers about shop inventory
1. Promoting incentives, discounts and bonuses
Today’s dealerships between state incentives, financing and bonuses always have offers available to buy a car on favourable terms. Why not display them all on monitors or multimedia totems. Perhaps using touch technology so that they can be consulted independently by the customer.
2. Highlight service hours and other service information
Another way to use digital signage effectively is to display information, costs and times of additional services. For example, the workshop, the average service time and the cost of a job. Obviously, the price can vary from vehicle to vehicle. Show a basic starting price so you avoid an unpleasant surprise effect at the time of payment. In addition, another important piece of information that can be displayed is the realistic waiting time before the vehicle is returned. This way you will prevent the customer from losing patience.
3. Share your brand story
Build brand awareness by showcasing your company’s mission, values, and milestones. Use videos and images to tell a compelling story about your brand’s history, achievements, and community impact. Emotional content can foster trust and loyalty among potential buyers.
4. Showcase commercials
In all homes, television has now been replaced by Smart TVs. Traditional channels are very often flanked or even replaced by advertising-free pay services. This means that the chances of people seeing your TV commercials have been significantly reduced. Digital signage in this sense can help you avoid wasting your investment in TV advertising. You can use the screens inside your dealership to show the commercial videos made by your brand.
5. Highlight promotions and special services
People nowadays rarely take into consideration what is written on flyers, leaflets and posters. Even if they promote special services and promotions. That is why you need to find other ways to highlight and make interesting the benefits your brand has to offer. You can make videos to distribute on your monitor network that explain in detail current offers and novelties. On the one hand, customers will be clear about the benefits your dealership has to offer. On the other hand, salespeople will not have to explain the same things over and over again and can concentrate on closing sales negotiations.
6. Showcase inventory
It is virtually impossible to display all the vehicles available in the catalogue in the dealership. The risk is that people who come in looking for a car will leave the shop after a short time because they cannot find the perfect solution for them. When perhaps the solution exists. It is simply in stock and not in plain sight. How can you avoid losing potential customers? You can use monitors and Digital Signage totems as virtual showcases in which you ‘display’ all the models available in your dealership. Including the existing customisations for each vehicle, emphasising low-cost or luxury ones, depending on the target customers.
Digital Signage and marketing strategies in dealerships
Digital Signage is an invaluable tool, but its effectiveness hinges on pairing it with well-thought-out marketing strategies. Here are three approaches to maximize its potential:
- Reviews
- Video marketing
- Cross marketing
1. Reviews
Social proof is a powerful driver of purchase decisions, especially for high-value items like cars. Use Digital Signage to display reviews and testimonials from previous buyers, showcasing positive experiences to boost trust and influence decisions.
2. Video marketing
Videos are engaging, emotional, and versatile. Use them across your social media channels, website, and Digital Signage network to provide detailed insights into your offerings, ensuring a consistent and captivating brand message.
3. Cross Marketing
Collaborate with complementary brands, such as tire manufacturers or insurance companies, to promote each other’s services. Feature their offerings on your screens, and in return, they’ll promote your dealership at their locations. This builds credibility and expands your visibility.
By now, it should be clear how innovative, adaptable communication tools like Digital Signage can revolutionize the auto dealership experience.
For customers, these systems provide autonomy, helping them find answers and refine their choices. For sales staff, Digital Signage eliminates the need for repetitive explanations, allowing them to focus on finalizing deals.
Whether it’s interactive kiosks or professionally managed solutions, Digital Signage adapts to your dealership’s unique needs and budget. Ready to upgrade your dealership’s communication game? Explore the possibilities today!