How to drive luxury automotive sales with car dealership digital signage [+VIDEO]
Boost premium sales and take your customer experience up a gear with car dealership digital signage.
Do you ever feel like you’re spinning your wheels, having little in the way of additional ideas or support to help increase your customer base? If so, then cloud-based car dealership signage might just be the tool you’ve been looking for. A scalable digital solution that’s easy to roll out, this tech instantly upgrades and modernises the brand experience at every stage of the customer journey. Find out what it can do to help you target more customers and create an aspirational brand experience they’ll want to buy into.
Pre-sales
With digital signage for auto dealerships, you have more opportunity to shape and mould customer expectations and ready them for sales pitches. You can maximise the time you have to soft sell your car brands, starting the process, before they even hit your showroom or speak to one of your sales representatives.
Your reception area is the ideal place to start, offering the perfect location for a personalised welcome message and a rundown of the automotives and services that, from your customer booking information, you know would most appeal to them.
Waiting rooms can offer additional opportunities for soft selling, enabling you to make the most of your captive audience. You can pique the curiosity of your customers and engage them with Lift and Learn exhibits that showcase a range of car keys. Such show and tell displays offer an interactive way for customers to learn more about high-end automotives, automatically triggering imagery, videos and messaging about a specific brand model, whenever customers pick up and interact with the relevant car key.
You can also reduce perceived waiting times, using platforms, like Screenfeed, that are sometimes integrated into digital signage content management systems (CMS). Such platforms enable you to deliver the latest news, sports and traffic updates, alongside branded messaging and personalised information, that display the names of customers and their appointment times.
The showroom
A customer’s highlight should always be the showroom experience, so why not use your digital signage to enhance it? With car dealership signage, you can make the most of the limited time you have to impress them and build on your pre-sales advertising. Immersive big-screen videos enable you to bring luxury car brands to life and submerge customers into the lifestyles that such vehicles represent. With touchscreen kiosks, you can also empower showroom visitors. You can give them more control over their own brand engagement by letting them intuitively find the information they most want to know.
After-sales
The next stage in the customer journey is the car sale. This marks the start of the car brand’s on-going relationship with a customer, and as such, it’s often celebrated with a gesture on behalf of the showroom staff, like a gift of flowers and/or champagne. However, with digital signage, staff can now do something much more sophisticated and memorable by, for instance, displaying a personalised congratulatory note on-screen or even on rotation on the showroom floor. CMS integrated platforms, like Screenfeed Connect can create messaging templates for each car brand, so that all on-site sales staff have to do is type in the name of the relevant customer.
Customers, who return for maintenance and services can also be taken better care of, with personalised on-screen updates in waiting rooms, that confirm appointment times and advise of who they will be meeting. With car dealership digital signage, it’s also possible to deliver targeted advertising, which suggests the next vehicle customers should purchase, or any VIP additional services they might need. If you have multiple company locations, you can ensure that the car models and services you advertise on every screen are automatically based on location.
Back-office operations
Car dealership digital signage is a great way to power your customer experience, but its value doesn’t stop there. It can also be used to support – and improve your back-office operations. Why not boost staff sales performance by running interactive live videos to train staff and help them learn more about unique selling points and target customer personas.
With digital signage for auto dealerships, you’re also able to share data securely from any business intelligence platform, including Microsoft PowerBI. Showcase the latest insights, and the targets they need to hit. You can also securely share what’s in stock and what needs to be ordered and when. Google as well as Office 365 work calendars are similarly easy to display, enabling staff to see, at a glance, what appointments and deadlines are coming up.
Through car dealership digital signage, you can even gamify the staff experience, creating on- screen leaderboards of your best performing sales staff. It’s a simple and fun way to keep staff motivated, fostering a little friendly competition to inspire teams to meet and beat sales targets.
For more information on how car dealership digital signage can help increase your high-end car sales, tune into our Digital Signage Explored special episode on automotive sales.
