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The purchase of an automobile is one of the single most significant buying decisions made by consumers, second only to home purchases.
It is an extension of their conceptions of personality, status, age demographic, etc. With information readily available via the internet, the potential buyer walks in the door much more sophisticated and educated. They have a very good understanding of what they want and how much it |
should cost. Chances are they have been on the website for the manufacturer, read all of the available information and even "built" their own vehicle before ever getting to the dealership.
On the other side of the coin is the salesperson. The bottom line in the retail automotive industry is sell. In the past the term "car salesman" carried a somewhat negative connotation. And, at times, the relationship between the salesperson and the consumer can seem like an antagonistic one. Regardless, the goal remains the same - make the sale. While this may be
a daunting task, DMS can be a significant resource in accomplishing it.
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The use of digital signage is powerful, eye catching, and informative. If the content consists of information regarding the vehicle the customer is interested in at point of purchase, it is going to catch and hold their attention.
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Digital signage has the capability of deploying more information in a manner that is less invasive, therefore enhancing the customer experience. A happy consumer is one much more likely to make a purchase.
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As stated previously, digital signage can be used to inform the customer at point of purchase. It has the capability of being changed instantly to target any individual or demographic. It can also be used to present information regarding other products and services offered by your dealership, or even display a congratulatory message to someone who just signed a contract.
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It can be used in your service area to remind customers of routine maintenance such as oil changes and tire rotation, and it can "time-warp" for those waiting for vehicle repairs. In other words, their perceived wait time is reduced because they are being informed and/or entertained. The applications and capabilities are limitless.
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