As auto dealerships across the country look for new ways to connect with customers, many are discovering the benefits of implementing kiosks, tablets and digital signage in showrooms and waiting areas. Shoppers can view vehicle photos and learn about specifications and options in their own time, independent of sales staff that may be otherwise occupied. Customers are able to browse and compare vehicles using easy, interactive software that provides basic information and answers commonly asked questions.
Kiosks can provide an alternative point of contact for the customer, delivering picture-perfect quality and interactivity while allowing the customer to browse at their leisure. Kiosks can also display a wide variety of models and options while taking up very little space on the sales floor. Some other benefits of in-store kiosks are that:
· They act as a sleek sales tool; the sales team, as well as any other staff member, can use the interactive displays to look up information and access visual references when talking with customers
· Without having to rely solely on memorization, the sales team has a major advantage right at their fingertips
Another option available for dealerships is to place kiosks in locations outside their showrooms. The off-site kiosk is a great way to bring your dealership outside of the showroom and generate subsequent interest in other high-traffic locations. For example, Peters Auto Mall in High Point, North Carolina installed displays in their showroom and at a kiosk at a local shopping mall with great success. Each interactive display includes stock photos of every vehicle they have in their inventory as well as internet access to the Peters Auto Mall website. Spectrio worked with Peters Auto mall to continuously change the content to keep it current and fresh
Kiosks can provide access to your dealership’s social network pages such as Facebook, LinkedIn, and Twitter. This increases your Web presence and makes connecting with customers and sharing information even easier. Not only do customers have convenient access to inventory, but they can also get the latest announcements about special promotions, events, brand-new inventory, and other news from the dealership.
The increasing popularity of tablets can also add to the enhanced digital experience in the showroom. Using the same software as interactive kiosks, tablets can be a great sales tool to convey information about models, options and aftermarket items. Tablets can be used by the prospective buyer or by the salesperson to enrich the sales process.
Aaron Kleinhandler is the CEO of Spectrio, a provider of audio and video based marketing solutions that help clients deliver effective marketing messaging for customers.