The problem isn’t getting customers in the door, it is getting them to leave with a set of keys to a shiny new vehicle. The Australian automotive retail market is one of the most competitive in the world. There are over 60 different vehicle brands to choose from and with current challenging economic conditions, automotive retailers are having to rethink their sales strategies.
Consumers don’t make the effort to go to an automotive showroom or car dealership without doing any previous research on the brand or model of cars they are interested in. Once a customer steps foot into a car dealership they are already in the second phase of their purchasing plan.
The moment when a customer does walk through the door is vital for your brand. This is the moment at which you explain who you are, what you believe in, and what you offer your customers. You need to set the tone quickly so that the customer doesn’t walk out of the door and visit a competitor instead.
Improving Customer Experience
Vehicles are a large purchase for most, consumers want assurance of quality and dependability from their salesperson. This can be accomplished in many ways beyond human interaction; through audio, visuals, scent and systems solutions – using technology to improve the customer experience.
And don’t forget the refreshments too! It is these small details that show your customers that you care about how your brand is perceived and you want to make their car dealership experience worth the visit.
Music for Business
Music is one of the most important aspects of any retail location. The music you choose to play in your automotive showroom should echo the persona of the types of customers visiting your car dealership. The right playlist will connect your customers with your brand and set the stage for the time you will spend together.
Along with a perfectly curated playlist, the in-store speakers and location of the speakers for a consistent sound throughout your car dealership are essential. For instance, it is no good having the speakers directly over the service or reception desk as you may not hear what your customers are saying.
Hearing is one of the most influential emotional senses which is why audio is an essential tool for enhancing brand recall and recognition. Integrate your music playlist with in-store messaging for even more brand specific custom content to woo your customers. Capturing your brand voice is essential to business.
Every second that customers are in your car dealership is an opportunity to connect. With in-store messaging, you can create and execute a targeted messaging strategy so that you can make the most of every moment.
Captivating Digital Signage
Digital signage can take your dealership to the next customer experience level. Digital signs are a great choice for automotive showrooms because they can be used for many different things. Video walls can be used to welcome customers and show off your latest models. The bright, vibrant custom content and size of your video walls demands attention, further driving interest and positioning the brand in your customers’ heads.
But, don’t stop there – to really gauge interest from consumers, add interactive signage as well. Interactive displays empower customers to explore. Touchscreen digital signage placed next to vehicles lets consumers learn more about the details associated with each car on your showroom floor.
Automotive digital signage is completely customizable and can link already existing dealership management systems or customer relationship management systems which can allow you to pull real-time information ensuring customers have access to all available information and service appointments. When you use the right stimuli to reach your customers and they purchase a vehicle then all attempts at visual displays is confirmed to be effective.
Already existing automotive customers, sitting in your waiting room, are also important to target. They have already chosen your brand and location, but why stop there? Captivate them with the right messaging at the right time. Digital signage reduces perceived wait times, so entertain these clients with a few informative videos mixed in with some sales messages to drive immediate business. The longer you captivate these customers the more likely they are to spend money – because they are in-store, being treated well, and enjoying the dealership experience.
Scent marketing exists. The sense of smell is one of the most powerful in retaining memory and emotions. Make your customers feel at home, with a warm, relaxing scent throughout your dealership. Choose a specific scent that your customers recognise and associate with your brand, every time they smell it, they feel as though they’ve come home.
Cars of the future will be different and so will the customers’ expectations when buying them. Millennials cite the buying experience as 3-times more influential than the car design when buying a vehicle. To thrive amongst this sector’s new rules, car manufacturer and dealership brands need to match drivers’ expectations in creative and impactful ways.
Sensorial marketing enables automotive brands to embrace industry trends and elevate buyers’ experience. Mood Media is ideally placed to help the automotive retail industry. Our multi-sensory solutions and digital technology enable brands to transform the physical space into an engaging brand immersion platform.
About Mood Media
Mood Media is the world’s leading in-store media solutions company dedicated to elevating the Customer Experience. Mood creates greater emotional connections between brands and consumers through the right combination of Sight, Sound, Scent, Social and Systems solutions. Mood reaches more than 150 million consumers each day through more than 500,000 subscriber locations in 100+ countries around the globe. Mood’s clients include businesses of all sizes and market sectors, from the world’s most recognized retailers and hotels to quick-service restaurants, local banks and thousands of small businesses.
For more details: www.moodmedia.com.au
Or telephone: 1800 808 368.