Digital Signage in Auto Dealership: What Do You Need to Know

car dealership digital signage blog
car dealership digital signage blog

One of the most-used marketing tools in the past was static signage. Almost all types of brick-and-mortar businesses made use of it. Today, many businesses have switched to digital signage. Auto dealerships use car dealership digital signage to show their customers everything there is to know about their models.

 

The question now is how exactly are they using it, and does it offer a difference in terms of improving customer experience? Find out the answer here.

The Different Uses of Car Dealership Digital Signage

Car dealership digital signage can be used in various ways. Here are some of its most common applications:

1. Auto Dealership Promotions

Nowadays, car dealerships are always running promotions. Their main goal is to convince customers to buy more from them. You can use your car dealership’s digital signage to show off your newest promotions to the foot traffic in your stores.

Some of the promotions that you can display on digital signage include:

 

  • Vehicle promotions
  • Discount or finance deals
  • Service center promotions
  • Trim levels and options for your different models

2. Display Service Center Menu & Other Information

Another excellent way of using digital signage in auto dealerships is as a display for the service center menu. You can include information such as the average servicing time and cost. Although the cost may vary from one vehicle to another, giving them a base price right from the start will prevent them from being overwhelmed with the overall cost later.


Moreover, you could also use it as a display for other important information. For example, you can show the customer queue along with the wait time. By doing this, you are giving your customers a realistic waiting time so that their patience won’t run out.

3. Tell Customers About the Brand's History

You can also use digital signage in auto dealerships to give customers a preview of your brand. This works best when you play videos of your brand’s origin and past achievements. You can also display pictures of previous clients (given that you have their permission), to showcase what your brand has done for them. This will help improve not only your brand credibility but also your reputation.

4. Preview Current Commercials

People spend significantly less time watching TV than they did even ten years ago, so the old-school TV commercials do not have that much reach anymore. However, branded digital signage in car dealerships can make up for the lost TV viewership. Maximize your investment in digital signage by playing commercials on your screens throughout your auto dealership. Start attracting more customers by showing them the benefits of your latest products and services.

5. Explain Promotions & Special Services

People nowadays rarely spend time reading the fine print, even if it’s for promotions and special services. This is why, as a brand, you need to take the initiative and explain the advantages of your brand to make the experience as convenient as possible for your customers.


One way of doing this is by using digital signage. You can make a video explaining the details of your promotions and special services. This way, those who are in the store will be aware of everything that you offer. At the same time, you are saving manpower because your employees do not have to explain the same things repeatedly, so they can focus on closing deals with your clients.

6. Inform About Your Inventory

Digital screens are also an excellent way to show off your dealership’s inventory. You can use them to showcase videos, photos, and infographics throughout your store for your customers to view. This can be a useful reference especially for those who are still deciding on a vehicle that best suits their needs and preferences.

 

Unlike printed signage, digital ones can be easily updated at any moment. You don’t have to spend time and money on producing newly printed signs whenever your inventory numbers change.

all in one signage car

Combine Car Dealership Digital Signage with Auto Dealership Marketing Strategies

As mentioned, using car dealership digital signage can be considered as one of the most powerful forms of marketing in the current industry. Now, if you want to get the edge on your competition, you should combine digital signage with other marketing strategies. Here are some examples to help you get started:

1. Customer Review Management

Nowadays, social proof is one of the most effective ways of establishing trust among a target audience. You can achieve this with customer review management. When clients see positive reviews about your dealership, your brand will be more likely positioned as dependable and credible in the public eye.

 

Proper review management means that you need to ensure that all reviews are available on various business platforms and digital channels. At the same time, you should keep in mind that not all reviews will be positive. However, what makes the difference is your responsiveness and willingness to improve based on those negative comments.

2. Video Marketing

Video marketing is another great strategy to use with your car dealership’s digital signage since it can significantly influence your customer’s decision-making.
Moreover, attention-grabbing videos can also be used on other business platforms and social media channels. This lets your brand reach a wider audience and provide your target demographic with all the information they need to purchase with you.

3. Cross Marketing

Cross marketing involves two or more brands working together to accomplish a common purpose. It’s an excellent marketing strategy for auto dealerships to consider because it can help foster trust within the community and increase your brand visibility. At the same time, it helps you build a meaningful relationship with other brands.

4. Embrace Online Marketing Strategies

Given how much time people spend online nowadays, you don’t want to miss out on online marketing strategies. If your goal is to make your brand more well-known, and gather more potential leads, online marketing is essential.


The good news is that online marketing strategies are cost-efficient. There are even some that you can do for free. Here are some of the most common, yet effective, marketing strategies that you should consider for your auto dealership:

  1. User-Friendly Website Design. Your business’ website will serve as the main touchpoint for your customers. Because of this, it’s very important to ensure your website is easy to navigate so you can provide the best possible customer experience. Moreover, investing in mobile-friendly websites is also a good idea, as many people nowadays prefer to obtain information using their cellphones instead of computers.
  2. Search Engine Optimization (SEO). SEO is now more important than ever. With a higher ranking on the search engine result page, your brand will be able to reach more potential customers. To optimize your business for SEO, you need to use targeted keywords and other content strategies.
  3. Social Media Marketing. You can boost your brand’s visibility by creating business pages on different social media channels. Creating these business pages is mostly free of charge, and you can use them to boost your brand’s visibility. Moreover, these business pages can also be used to provide customers with information about promos and special offers. You can even use these as points of communication to make inquiries more convenient for your customers.
  4. Email Marketing. As one of the best-targeted marketing approaches of today, it allows you to interact with new and existing customers, increasing your potential conversions. Moreover, email marketing is a good method of establishing customer relationships more personally. In addition to that, you can also use it to inform customers about deals and other promos.
  5. Referral Program. A referral program involves incentivizing a particular group of people who can successfully refer paying customers. This works well for getting business from family members and friends of already existing clients.
    A generous referral program can encourage people to do the marketing and convincing on your behalf, without necessarily paying them a consistent salary.
  6. Gas Station Marketing. Although gas station marketing has already been in the game for quite some time, it can still be effective for auto dealerships. This is because those who visit gas stations are exactly the kind of people that auto dealerships are targeting. 
auto dealership gallery

Improve Customer Experience for Your Automotive Business

Marketing captures the attention of people and generates their interest in your brand. However, most of the time, what makes them buy from you and keeps them coming back is the customer experience.


With that in mind, here are some tips on how to improve customer experience if you are in the automotive industry:

1. Be Quick When Attending to Visitors

Being attentive to your customer’s needs is a top priority when it comes to any business. This is even more true when it comes to auto dealerships since most of those who visit are interested in buying or making use of a service.


Keep in mind that customers are busy individuals, so they can be easily frustrated or disappointed if it takes a long time for their problems to be addressed. When this happens, there’s a high chance that you may lose their business.


To provide the best customer experience possible, you should streamline your services so that it’s easy to satisfy the customer’s needs on time. Also, establishing an appointment system will help your floor attendants give your customers their undivided attention.

2. Organize Your Customer's Lounge

A business’ waiting area shows if they care about customer satisfaction or not. When it’s not orderly, it tells customers that they are not important to their business. On the contrary, when the waiting area is comfortable, it’s more likely that they will not get frustrated during their wait.


There are several ways that you can organize your waiting area. One of the most effective ways is to provide comfortable chairs. At the same time, you can also position your digital signage in this area, so your customers have some informative entertainment about your business while waiting. It’s like hitting two birds with one stone.

3. Provide World-class Customer Service

One of the most common mistakes car dealership companies make is neglecting how important customer service is for the overall user experience. However, customer service is crucial from the moment they contact the dealership, to the after-sale services.

 

When providing world-class customer service, the first thing that customers will expect is a friendly reception. This is why you should train your employees to be courteous, approachable, and respectful, especially those who are in the front-end of the stores. From there, you can streamline your process and services to make them as convenient as possible for your customers.

4. Create Segments for Customers

You should consider the fact that customers have varying purchasing behaviors, based on many different factors. It would be much easier to create a customer segmentation system to streamline your approach and fulfill your customers’ needs and expectations.


You can segment customers according to their income, gender, age, and education level. Aside from having an outline on how to approach customers based on your segmentation, it also helps streamline marketing efforts to be more targeted.

5. Establish a Strong Social Media Presence

An auto dealership with a strong social media presence often has an edge against its competition. This is because they will look more accessible than others. Plus, social media platforms allow you to share information regarding your products, services, promotions, and other current deals with a wider audience.


The nice thing about social media is that there are various platforms to choose from, based on your target audience. Plus, business pages can be created for free. Although running ads might cost you, depending on your desired scope, they have a high potential for return of investment.

6. Make Your Customer Experience as Positive as Possible

First impressions last. Therefore, if customers don’t have a positive experience while visiting your dealership, the chances of them going on to make a purchase or buying again from you are slim. Because of this, it’s important to go above and beyond to provide your customers with a positive and lasting impression. You can do this by providing excellent customer service and high-quality products.


However, the reality is that customers can’t always have a positive experience. Despite this, you can do your best to try and make their experience the best it can be. The fact that you are reviewing your customer service already shows that you are willing to go the extra mile for your clients, which will help you leave them with a good impression of your business.

digital car dealership signage
You can also put a custom caption here!

Final Words

Unlike other products, people spend a considerably longer time making a purchase decision on a vehicle or getting ancillary automotive services or parts, due to their higher prices. Because of this, companies that invest in rigid marketing efforts are in a better position because their credibility and authority among consumers are well established.

 

Despite that, using car dealership digital signage is still among the simplest yet most effective forms of marketing for many automotive dealerships. This fact is evident, given how it is used in thousands of dealerships worldwide.

 

What makes car dealership digital signage different from the rest is that it is attractive and versatile. Together with other forms of marketing strategies, it has the potential to help close deals and increase sales.

You can learn more about NexSigns’ Digital Signage solution and connect with us on FacebookLinkedInTwitter, and YouTube to get the latest info on digital signage!

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