Digital disruption raising expectations of the automotive industry

Digital Disruption Raising Expectations of the Automotive Industry

April 24, 2017

The automotive industry is undergoing an era of digital disruption. With a modern, tech-savvy target audience, creating a high-energy, interactive and visual experience is no longer optional for automotive dealership showrooms – it's a necessity. Static signs and posters simply do not captivate an audience anymore. Digital signage is engaging and interactive with the ability to be updated anytime, anywhere.

 

Digital disruption enables companies to provide a new level of customer experience. According to a Harris Interactive study conducted on behalf of Verint Systems, 88 percent of customers prefer doing business with a company that offers a quality customer experience over a company that has the latest and most innovative products. With the ability to create a WOW factor in the showroom, digital signage enhances the automotive industries' customer experience, leading to stronger engagement, increased loyalty and improved conversion rates.

 

 

The potential for digital technology to enhance the customer experience within the automotive industry is limitless. The list below covers only a handful of the many opportunities available:

 

Beacon Technology
According to research by Marin Software, "Consumers increasingly use smartphones at dealerships to research and validate brand choices pre purchase, driving a surge in mobile auto app usage in 2015." Beacon technology allows businesses to tap into this vital marketing opportunity by communicating with customers on the one device everyone keeps close – their mobile phone. Messages can be pushed to a customer's mobile phone when in a predetermined proximity of a beacon. Using a customer data base, dealerships can send messages to customers and potential customers when in proximity to particular models.

 

At TechnoVedi Inc. we are deploying beacons & beacon based solutions for various industries, including automotive industry. 

 

Digital Screens
Digital screens can be strategically placed throughout waiting rooms and showrooms. Keeping customers entertained in the waiting room with digital displays helps reduce perceived wait time while also creating a defensive marketing strategy for dealers by providing a dealership specific channel. Video walls can be designed in different formats, allowing for large screens or custom designs and content, to have maximum impact, and deliver an in-store experience beyond the customers' expectations. With the ability for screens to function independently and display different content or combining numerous screens to display one large vibrant video, marketing teams are provided with endless opportunities.

 

Interactive Screens
Many of today's customers are "digital natives" – those who have grown up with touch-friendly devices – and assume everything can be swiped, pinched and zoomed. Accenture's Auto Digital report (2015) indicated that more than half of the respondents would be interested in an interactive touch display that provides information on the availab