Maximizing Automotive Sales: The Transformative Power of Digital Signage

Close your eyes and think of the automobile you would love to own.

Chances are you’re not visualizing what’s under the hood: you're thinking of beautiful design and sleek lines—something that catches the eye and turns heads. 

Sure, power, performance, and—for those of us not on unlimited budgets—economy all come into play when we think about automobiles, but above all, it’s the look that draws us in, particularly when we’re buying a new one.

So, if you're in the automotive sales business and you know your customers place a high premium on visual appeal, you’ve got to give them a drop-dead gorgeous visual experience from the moment they step into your showrooms. That’s where digital signage is unbeatable.

It’s the ultimate sales solution for today’s automotive dealership. You think that automobile looks great on the showroom floor? Well, imagine its allure amplified on a high-definition video wall, each sleek curve and feature displayed like a masterpiece in motion.

You don’t have to imagine it—all you need to do is look at what the most progressive and successful automobile brands are doing to drive sales. They’re all creating a powerful immersive experience for potential buyers through compelling digital signage. Digital signage is, without question, revolutionizing the car buying experience.

Understanding The Importance of Digital Signage in the Automobile Dealership Market

Before we dive deeper into precisely how digital signage is the sales tool of choice in car showrooms today, let’s take a look at how one dealership—the Mazda facility in Capistrano, California— leverages the power of digital signage to drive sales.

This is how the dealership’s General Manager, Gary Willenborg, describes how digital signage can create a very special customer experience: “It’s so important to get customers into this beautiful facility and see our beautiful product in the best light."

"I think the digital displays are critical in the retail revolution—it helps to fulfil all the senses when a customer comes in. When you can add a moving visual experience of the Mazda brand, as well as your brand, it really helps enhance the customer experience, and it makes a tremendous impact.”—Gary Willenborg, General Manager, Mazda, Capistrano

The ever-increasing importance of the customer experience in auto sales was highlighted by Cox Automotive in its “Reimagining the Automotive Consumer Experience Report” in 2020. It stated: “It used to be that the key differentiator for dealers and manufacturers would be the product on their lots—the vehicle. However, over the years, OEMs (Original Equipment Manufacturers) have improved their product quality, and the difference between the quality of one vehicle over another is now harder for consumers to distinguish. As a result, consumer experience is of greater importance now more than ever.”

“Two in three consumers say that experience is more important than price in the purchase decision, and in fact, they would pay more for a great experience or even switch brands because of experience,” the report stated.

Take a look at this short video to see digital signage—powered by Poppulo (formerly Four Winds Interactive) do its magic at Capistrano Mazda:

Let's now explore how your automotive sales business can be even more successful if you elevate the static appearance of vehicles in your showroom and give your potential buyers that extra immersive experience through compelling digital displays.

Why Digital Signage Excels in Automotive Showrooms

Digital signage is highly effective in every retail setting, from shopping malls to stand-alone stores, but it is especially effective in automotive showrooms due to the highly visual and immersive nature of the car-buying process.

Unlike many retail settings, automotive dealerships rely on detailed presentations of products, including features, benefits, and personalization options. Digital signage enhances this experience, transforming static displays into dynamic, interactive experiences.

Showcasing Complex Products: Cars are intricate, with numerous specifications and features. Digital signage allows dealerships to present these details in a visually engaging way. For example, at Mazda’s Capistrano dealership, customers can interact with screens to explore configurations, colors, and features, making it easier to visualize their ideal vehicle.

Enhancing the Luxury Experience: Car dealerships aim to provide a premium shopping environment. Digital signage elevates this by creating visually appealing spaces. Dealerships integrate digital displays in service areas to streamline processes, such as check-ins and service status updates, which enhances customer satisfaction.

Reducing Information Overload: Car shopping can be overwhelming. Digital signage simplifies the decision-making process by displaying clear, segmented content, such as price comparisons, feature highlights, and promotional offers.

Driving Foot Traffic: As we’ll explore further below, outdoor digital signage plays a critical role in attracting customers. Dealerships, such as the Mazda location in Capistrano—and countless others powered by Poppulo digital signage—utilizes large displays to advertise the latest models and promotions, drawing attention from passing traffic and boosting showroom visits.

For more on how Poppulo’s digital signage is used to drive sales in the automotive industry, check out this Jeep dealership video:

Benefits of Digital Signage in Automotive Dealerships

How Can Digital Signage Elevate Your Automotive Marketing Strategy?

Dealerships are always looking for fresh ways to grab and keep customers' attention. One of the coolest tools they've got now is digital signage. This tech has totally changed how dealerships talk to potential buyers, offering a dynamic and engaging way to show off their cars. Let's dive into how digital signage can supercharge automotive sales.

Enhancing Visual Appeal

First impressions are everything, right? Digital signage ramps up a dealership's visual appeal by displaying stunning images and videos of the latest car models. This eye-catching content pulls customers in, making the showroom look more inviting and exciting.

Real-Time Content Updates

One of the best things about digital signage is that you can update the content in real-time. Dealerships can instantly show off new arrivals, special deals, and upcoming events. This means the info is always fresh and relevant, keeping customers in the loop and engaged.

Cost-effective Advertising Strategies

Traditional ads like print and TV can be pricey and a hassle to update. Digital signage is an excellent, cost-effective alternative, letting dealerships create and display ads without needing physical materials. This not only cuts costs but also allows for quick tweaks to marketing campaigns.

Improving Customer Experience

As we’ve seen above at the Mazda dealership in Capistrano, CA., digital signage makes the customer experience way better by not only magnifying the visual appeal of the products on offer, but by enabling potential buyers to get more information about the automobiles on visual display kiosks.

Interactive displays can guide customers through the showroom, and highlight key features of different vehicles. This hands-on approach makes buying a car more fun and informative.

Engaging Content and Messaging

The flexibility of digital signage means dealerships can create engaging content that really speaks to their audience. From showcasing customer reviews to highlighting the latest safety features, digital signage can deliver compelling messages that build trust and interest.

Streamlined Communication

Good communication is key in any sales setting. Digital signage streamlines communication by providing a central platform for all dealership announcements. Whether it's informing customers about service specials or promoting financing options, digital signage ensures the message is clear and consistent.

Most Common Types of Digital Signage Used in the Automotive Industry

Standalone Digital Displays

Standalones are super versatile and can be placed strategically around the dealership, with screens showing, for example, promotional videos, highlighting special offers, and providing info about the dealership's services.

Interactive Kiosks

Interactive kiosks offer a self-service option for customers, providing, for example, detailed info about vehicles, allowing them to schedule test drives, and even complete purchase transactions. This convenience enhances the overall customer experience.

Video Walls

Video walls create a stunning visual impact by combining multiple screens to display large, high-def content that can be used to showcase promotional videos, live events, and even customer testimonials, creating an immersive experience for visitors.

Digital Posters

These are a modern twist on traditional print posters—digital screens that can be easily updated with new content, making them perfect for promoting limited-time offers and new arrivals. Their sleek design adds a contemporary touch to the dealership's decor.

Outdoor Digital Signage

Outdoor digital signage is an awesome way to grab the attention of passersby who might not otherwise be enticed to stop and visit the showroom. It serves the essential function of driving foot traffic into the dealership. These weather-resistant screens can display ads, event announcements, and even live social media feeds, reaching a broader audience.

Wayfinding Signage

While airports are probably the most high-profile example of how digital signage is untouchable for making it easy for people to navigate a building, successful auto dealerships are increasingly using digital signage to help customers navigate their premises with ease.

These digital signs can provide directions to different sections of the showroom, service areas, and even parking lots, enhancing the overall customer experience.

Queue Management Systems

These digital signage systems streamline the customer service process by managing wait times and directing customers to available representatives, reducing potential frustration and ensuring a smooth and efficient experience for all visitors.

Implementation Strategies for Digital Signage

Choosing Optimal Locations in the Dealership

Where you place your digital signage is crucial for maximizing its impact. High-traffic areas like entrances, waiting areas, and service bays are prime spots. Placing screens at eye level and making sure they're easily visible will attract more attention and engagement.

Developing a Compelling Content Strategy

Content is king when it comes to digital signage. Dealerships should develop a content strategy that includes a mix of promotional material, educational content, and entertainment. Regularly updating the content keeps it fresh and relevant, encouraging repeat visits.

Integrating with Other Marketing Efforts

Digital signage should be integrated with other marketing efforts for a cohesive strategy. This includes syncing content with social media campaigns, email marketing, and in-store promotions. Consistent messaging across all platforms reinforces the dealership's brand and increases its reach.

Measuring Success

ROI Analyses for Digital Signage Initiatives

Measuring the return on investment (ROI) for digital signage initiatives is essential for understanding their effectiveness. Dealerships can track metrics like increased foot traffic, higher sales volumes, and improved customer satisfaction to gauge the impact of their digital signage efforts.

Customer Engagement

Customer engagement is a key indicator of digital signage success. Dealerships can use tools like customer surveys, feedback forms, and interaction data from interactive displays to see how well their digital signage is resonating with visitors.

Sales Data

Ultimately, the goal of digital signage is to boost sales. By analyzing sales data before and after the implementation of digital signage, dealerships can determine its impact on their bottom line. This data-driven approach helps refine strategies and maximize the benefits of digital signage.

Conclusion

Digital signage is revolutionizing the car buying experience. By showcasing the latest models in stunning detail and providing real-time information, dealerships can captivate customers and drive sales. With the almost sensory experience digital signage powered by Poppulo can provide, the showroom is always fresh, always exciting, and always ready to impress.

And with the right digital signage strategy, you can turn your dealership into a destination.