Using digital signage in car dealerships?

Car dealers can use digital signage to enhance their showrooms and improve the customer experience. The purchase or long-term leasing of a vehicle is a highly engaging moment for a consumer, as well as a major expense, which is why it needs to stand out from other purchases. Theuse of digital signage at the point of sale enables brands not only to improve the aesthetics of their dealerships, but also to reinforce brand identity, promote offers andestablish a relationship of trust with customers. In this article you'll read about 3 ways car and motorcycle manufacturers and franchisees can usedigital signage in their dealerships.

Reinforce brand identity

Selling vehicles is a tough, highly competitive business. Consumers put a lot of money on the line, and have access to all prices and details from their smartphones. Car dealers need to make the most of one of their strong points:brand identity. Many customers are loyal to a car brand with which they identify personally.

Thanks to digital signage, dealers can present the latest immersive videos of their models in showrooms, immersing visitors in theworld of their brand. This kind of video content can be managed from the brand's head office for all dealerships: this centralized management ensures harmonized communication throughout the territory.

Highlighting local information

You can use digital signage to present local information and offers to your customers. A multi-user display solution (central and local) allows franchisees to add their own content and offer relevant local information.

Our tip: to capture the audience's attention, make sure your content isn't repetitive, especially if customers stay in the showroom long enough to be exposed to the same messages over and over again. 

You can set your communication campaigns according to the weather outside: is it raining? Your promotion for suitable accessories is automatically on screen! Thanks to weather-reactive advertising, you can define content to be broadcast under certain conditions, enabling you to deliver a message that's both relevant and interesting. You can use your news feeds from social networks to add fresh, up-to-date content to your display. They'll help you spread the word and may even bring you new Likes.

→ Find ideas for easy-to-use content sources to create effective information screens and more engaging marketing content.

Building trust

To prevent customers from testing a car or motorcycle in your showroom and then buying it elsewhere, highlight the quality of your service and your reliability as a dealer. You can set up one of your digital signage screens to create a social wall featuring positive customer comments, and use user-generated content such as photos. You can also automatically extract comments from review sites.

Case study: Triumph and Cenareo

Iconic British motorcycle brand Triumph wanted to overhaul its digital signage solution. Each of its 72 dealerships was equipped with a screen, but the content was managed using USB sticks, and updating it was particularly time-consuming for dealers. The content, which was supposed to evolve regularly, was often obsolete. The brand was looking for a new approach that would enable it to keep control of its communications and provide dealers with up-to-date information on its new models. 

To ease the burden on dealers, Triumph turned to Cenareo ' s digital signage content management solution to centralize screen content. The marketing team takes charge of managing and distributing new images and videos, and dealers just have to make sure their screens are always plugged in! Everything is managed from the brand's head office.

Julie Boulangier, marketing coordinator at Triumph, explains:

"For years, we've been working to strengthen our brand image. To lighten the load on our dealerships, we were looking for a simple tool to centralize the management of on-screen content. We therefore chose the Cenareo solution, which offered the best performance."

With national campaigns incorporating product launches and branded content, the marketing teamalso adapts screen content to local specifics: they can be grouped by region to highlight a specific event, such as the Distinguished Gentleman's Ride or regional motorcycle shows. Communication can also be carried out at dealership level to promote a special offer or themed evening.

At Cenareowe support you at every stage of your digital signage project. With a wealth of experience in a wide range of sectors, we offer fast, personalized support and assistance to every one of our customers. Contact contact to discuss your project.

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