Instant gratification is the name of the game. People want information and they want it as quickly as possible, especially when big decisions such as purchasing a car are at hand. And while various sources are available at any given point to distribute information needed, consolidating them down makes a world of difference.
With stigmas surrounding the car buying experience, an opportunity arises through display marketing for dealerships to defy customer expectations and provide relevant product information to their consumes faster and more efficiently. Digital signage allows for customizable display views of under-the-radar products, eye-catching visualizations, directory style detail, social media content features, and more.
Let’s explore how each of these display capabilities can be harnessed by auto dealerships to better serve their customers and drive future business.
Increase Purchase Potential with Digital Signage
Digital signage proves to be a successful outlet for catching customer interest and influence purchasing decisions. Utilizing bright colors especially have shown success in attracting customer attention. And in a study done by DataTrend.com, it was found that digital displays increase average purchase amounts by 29.5%. And when it comes to the long term, they’ve proven to generate a 32.8% growth in repeat buyers.
There’s a sense of power given back to the consumer when pertinent information about products of interest are presented via screen as opposed to sales representative. The sales-driven motives become more subtle and open visualizations lend themselves to a feeling of transparency. The dealership experience as far as the customer is concerned becomes more about being given information rather than being sold to, which establishes overall trust.
Letting Feedback Speak for Your Business
Social media integrations are a key part of any digital display strategy. Through signage, your dealership can promote business pages on Facebook, Twitter, Instagram, etc. and further explore ways to capture consumer attention through videos, GIFs, photos, and more. Promoting deals and/or promotions through these channels that are then filtered through in-store displays not only draws attention to them while your customers are at their peak points in decision-making, but also encourages the conversation to continue once they walk out the door.
These online conversations and postings your customers create become advertisements in and of themselves. For example, it’s not uncommon to see people post about their new car purchases on Facebook and/or Instagram and tag the dealership. For an interested buyer, seeing visual representations of happy customers during the journey towards purchase makes establishes credibility, and makes pulling the trigger that much easier to do.
Enhance the Customer Experience
With digital signage, delivery of information becomes quick and easy. Centralizing products, services, and promotions in one place through a directory allows for convenience as salespeople work alongside customers to address their questions. Instead of having to travel to and from each car to compare specs for example, sales can pull them up on display and narrow in on which products are worth their customer’s time to explore further.
Mobile apps are another avenue to explore within the digital signage world for auto dealerships. One could be created for the service department to help buyers schedule maintenance, receive notifications on when updates are required, and find relevant information on everyday car care. Continuing the relationship with the customer in unique ways once they’ve made their purchase is the best way of ensuring they’ll keep your business top of mind when the time comes to purchase again.
Big purchasing decisions, such as buying a car come with a greater level of expectation when it comes to service. Consolidating information into a central source and utilizing digital displays to further interact with your customer base allows dealerships to further buyer relations, produce sales, and expand business. Let Mevato help you explore the possibilities today!
