Use digital signage in car dealerships?

Car dealerships can use digital signage stage their showroom And for improve the experience of their customers. Buying or renting a vehicle for a long term is a very engaging moment for a consumer, it is also a major expense, which is why it must stand out from other purchases. The use of digital signage at the point of sale allows brands to improve the aesthetics of their dealerships, but also to strengthen the brand identity, of promote offers And of Establishing a relationship of trust with customers. In this article you will read the 3 ways for car and motorcycle manufacturers and franchisees to use dynamic signage in dealerships.

Strengthen brand identity

Selling vehicles is a difficult business, subject to strong competition. Consumers are putting large amounts of money at stake and have access to all prices and details from their smartphone. Car dealerships need to make the most of one of their strengths:brand identity. Many customers are loyal to a car brand, with which they identify personally.

With digital signage, dealerships can present the latest immersive videos of their models in the showrooms and immerse visitors in the their brand universe. This type of video content can be managed from the brand's headquarters for all dealerships: this centralized management allows communication to be harmonized across the country.

Highlight local information

You can use digital signage to present local information and offers to your customers. A display solution that takes care of multiple users (centrally and locally) allows franchisees to add their own content and offer relevant local information.

Our advice: to capture the attention of the audience, make sure that your content is not repetitive, especially if customers stay in the showroom long enough to be exposed several times to the same messages broadcast over and over again.

You can set up your communication campaigns depending on the weather outside : is it raining? Your promotion for suitable accessories is automatic on the screen! Thanks to the weather-reactive advertising, you can define content to be broadcast under certain conditions, which allows you to deliver one message at a time relevant and interesting. You can use your news feeds from social networks to add fresh and up-to-date content to your display. They will be used to disseminate information and can bring you new Likes.

→ Find the ideas of 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 reseller. You can set up one of your digital signage screens to create a Social Wall featuring positive customer reviews and using user-generated content, such as photos. You can also automatically extract reviews from review sites.

Case study: Triumph and Cenareo

The iconic British motorcycle brand Triumph wanted to review its digital signage solution. Each of its 72 dealerships included a screen, but the content was managed using USB sticks and updating it was particularly time-consuming for dealerships. Content that was supposed to evolve regularly was often out of date. The brand was looking for a new approach that would allow it to keep control of your communications and to provide dealerships with up-to-date information on its new models.

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

Julie Boulangier, marketing coordinator at Triumph, explains:

“For years, we have been working to strengthen our brand image. To ease the burden on our dealerships, we were looking for a simple tool that would centralize the management of screen content. So we chose the Cenareo solution, which was the most efficient.”

With national campaigns integrating product launches and brand content, the marketing team also adapts the content of the screens to local specificities : they can be grouped by region to highlight a specific event, such as Distinguished Gentleman's Ride or regional motorcycle shows. Communication can also be carried out at the level of a dealership in order to promote a special offer or a theme evening.

Chez Cenareo, we support you at each stage of your digital signage project. With a solid experience in numerous sectors, we offer fast and personalized support and assistance to each of our customers. Get in touch with our experts to discuss your project.