By Digital Dealership System
It isn’t easy to get a customer in the door of an auto dealership. After the effort and cost of attracting a potential customer, the dealership should work just as hard inside the store to ensure they aren’t lured away to another store.
Customers research online at each step of the car buying process. In fact, according to a Jumpstart Automotive Media research report, consumers spend more than nine hours researching their next vehicle purchase at home.
With auto retailing focusing more and more on the offer, consumers have been conditioned to think of their purchase as buying a commodity product from a franchise, minimizing the impact of brand and dealer loyalty. Customers aren’t just considering the kind of car that your store sells – they are considering the experience to be more important than ever to their ultimate buying decision.
What can you do to ensure that a customer entering your store buys a car from you? Here are three ways that digital signs can help you to add value to their experience:
First, effective signage can help create an environment where the customer feels important, welcome, and like a VIP from the moment they enter a store. Welcome signs, appointment boards, and sign-in kiosks that feature a customer’s name can turn a potentially defensive customer into a friend, instantly changing the customer’s perception of the dealership experience.
Secondly, you can continue to market your store and dealer brand inside your four walls, on screens, and throughout sales, service, and lounges. Video walls show off the cars you sell, and in the minds of your customers, this strengthens the image of your dealership and your vehicle brands.
Third, you make sure the focus is on your dealership and your vehicles. Digital solutions can ensure that competing dealers and brands won’t be in your lounges via commercials. Content featuring your brand and your store exclusively can improve retention and eliminate conquests inside your dealership.
About the Contributor
Established in 2008, Digital Dealership System is the premium digital sign solution for the modern dealership. Digital Dealership System believes that dealers that invest in the in-store experience separate themselves from the competition by creating memorable experiences, giving dealers the most advanced, easy-to-use digital sign solution in the industry. Their expertise is widely known in the $100M/year dealership screen market, with over 1000 installations completed across the United States.