Month: June 2024

Digital signage, whether this be in the form of LED, video walls or interactive kiosks, is breathing life, energy and attractiveness into pubs & clubs. Cutting edge technology is transforming ordinary sporting spaces into exciting environments that are elegant and unforgettable.

Placing digital signage throughout a venue is a brilliant method to improve customer engagement, lengthen customers stay times and in turn, increase sales. With the ability to update content instantly through a cloud based content management system, digital signage provides pubs with complete control of the venues displays. With the capability to easily add photos, videos, live websites, hashtags, RSS feeds, news tickers and social media feeds – screen content is unique to the venue, remains relevant and offers something fresh and new.

With an ever-evolving calendar of events and promotions, digital signage not only provides more compelling marketing over traditional static signage, but is a cost-effective solution. Let’s go through a handful of the potential options below.

LED 

LED signs can provide unique opportunities to attract attention and build ambience within a venue. Outdoor LED, whether it be placed on a building or within a pylon sign, has been rapidly increasing in popularity as it engages passing traffic resulting in increased walk-in customers. Indoor LED can add ambiance and functionality to venue entrances by displaying welcome messages, high impact animations, promotions, announcements and directions.

Digital Screens

Placing digital screens around the venue offers entertainment whilst improving branding with stimulating images and videos. The options are limitless with digital screens – whether you choose single screens or combine multiple screens to create a video wall. Each screen can function independently to display different content or can combine to boast that special image, video or promotion on an enormous vivid, vibrant digital screen. Perfect for a club venue, this enables the venue to display multiple live sporting events whilst also promoting upcoming events, specials, raffles and happy hours.

Digital Menu Boards

Unlike tired-looking static boards that crack and fade over time, digital menu boards enhance the customer experience through the combination of products with full-motion video along with the ability to up-sell and promote new items instantly. With menus that usually comprise of breakfast, lunch and dinner, digital menu boards can ensure venues don’t overwhelm customers through the use of day-part scheduling. Update menu items and change promotional content remotely and seamlessly with an easy to use cloud-based content management system.

Interactive Kiosks

Give your customers the ability to engage with your venue by offering a touch-friendly experience with an interactive kiosk. Our kiosks have an ultra slim design enabling them to fit seamlessly within any location and provide a wide range of functions including way finding, web browsing or self-service. Within large venues, wayfinding directories are essential to ensure a positive customer experience. Perhaps you could make the kiosk multi-functional and allow customers to browse through and purchase tickets to upcoming events; or display bus, train and taxi information – the opportunities are endless.

Motivated through enhancing overall experience, the progression into digital for pubs & clubs can be executed well when it remains customer focused. Understanding what drives customers to your venue then enhancing that through digital experiences could be key in ensuring their return business. Access to more sporting events, elevating music experiences or showcasing unique aspects of the club would assist in the overall social atmosphere. Digital platforms would allow for an easier integration and interchange between these customer draw cards. Service elements made more accessible through digital will also enrich customer experience from wayfinding, transport, location information and other promotions.

Going digital can open many new avenues to increase footfall, upsell your food and drink, promote upcoming events, and become the most entertaining venue in town.

As featured on TheShout.com.au

The approach to safety for companies across varying industries is seeing a shift in delivery. Safety professionals are continually seeking to evolve their training and culture as an integral part of their systems and processes. Safety is a number one priority, but often employees feel disengaged from the content and the platforms in which it is being delivered. Although the management of team member safety is a legal obligation, companies also feel a moral responsibility for ensuring that everyone arrives at work and returns home from work every day.

A number of key priorities can be seen emerging in which safety teams are seeking to eliminate paper work and embrace digital media for onsite safety messaging, training and overall integration of safety programs.

Digital Safety Signs

Removing the over saturation of safety signage, digital options present a cost effective and engaging alternative to traditional static signs. With the ability to layer changing content, companies can deliver a number of safety messages whether it be

• Safety alerts
• Important site information
• Safety non-negotiables / Golden rules
• Safe to home messages
• Weather information

Digital offers the opportunity to explore different content mediums and the capability to layer static, animated and video material to deliver more effective messages.

Internal Safety Messaging: Corporate Communications

Incorporating safe work and safe to home messaging into corporate and company communications can be made easy through digital platforms. With varying technologies and content opportunities, companies are embracing technology to maintain ongoing communication channels with their teams as digital messages are viewed as a more integrative part of the surrounding environments in contrast to emails or pushed memos.

Using digital can heighten the awareness of corporate communications and allow for ease of updating and changing messages in accordance with circumstantial and environmental factors.

Safety Procedures and Processes

To eliminate paper work, moving procedures and processes to video platform can allow for a more refreshing approach to mandatory safety communications. Visually representing, through video format, safety non-negotiables such as wearing PPE, pre-start stretching and maintaining hydration, team members are provided an ongoing visual reminder that is more effective than static alternatives.

An increasing trend amongst companies is the link between safety and the safe to home messaging, humanising the realities and importance of staying safe at work. As a human issue – video platform lends itself well to this level of communication as the visual stimulation has a much stronger connection with people’s emotions. Developing well thought video content for safety messages for your company can aid in teaching, improve understanding and elevate accessibility.

Wellbeing Initiatives

Health and wellbeing initiatives are becoming a more common element to the overall safety programs of many companies. Often these programs encompass team members mental and physical health and how that is impacted from work and home stresses. These programs can utilise digital platforms for a number of key benefits including; keeping key health and wellbeing messages front of mind, celebrating team member successes to foster a positive working environment, reminding teams about health and wellbeing activities or events, and integrating different content to break up the constant work focus.

Interactive Mapping

Site based workers are often exposed to changing environments and need to understand scheduling, upcoming works, crossover of trades, permit information and project progress. Utilising touch screen technology, interactive mapping would allow supervisors on site to deliver their pre-start information with visual cues and then have ongoing access to that information throughout the day. Utilising digital site maps would provide supervisors to continually update information and have it on hand for ongoing communications.

CV Media & Signage have had exposure and experience in delivering digital safety signs and have the capability and capacity to cater solutions in accordance with your company’s needs.

As featured on Digital Signage Connections.

Health care facilities can be mystifying and unpredictable. Digital signage within the health care sector is a critical tool to drive the improvement of the patient, visitor and staff experience. Whether it be digital screens to reduce perceived wait time in the waiting room or interactive kiosks to provide navigation around a confusingly large hospital, keeping visitors and patients informed using digital signage significantly improves their overall experience. Below are just five examples of how.

Waiting times

Health care facilities are notorious for making patients or visitors wait, whether this be a matter of minutes or hours. In the book “Psychology of Waiting Lines”, David Maister says “unexplained waits feel longer than explained waits.” Placing digital screens which include queue-management information such as estimated waiting times in waiting areas can help lower anxiety, alleviate frustration and reduce the perceived wait time by as much as 35 percent. With the ability to display multiple forms of content, digital screens are not only informative but also provide a more enjoyable wait. Healthcare facilities can entertain patients and visitors through engaging news, shows, relevant health information or facility updates.

Wayfinding

Navigating as a patient or visitor through a large facility such as a hospital can be confusing, frustrating and stressful. Put simply, wayfinding is the information systems that guide people through a physical environment and enhance their understanding and experience of the space. In a high stress environment, such as a hospital, an interactive wayfinding kiosk can give your patients and visitors an enhanced sense of well-being, safety, and security. Providing a detailed map with physician directories and step-by-step directions will allow your patients and visitors get to their destination faster and more easily.

Promotion

Not only can digital signage improve the patients and visitors experience, but it can provide healthcare facilities with an additional revenue opportunity. Digital screens effectively inform and promote products, services and events to visitors without being seen as pushy. By selling advertising space to third parties healthcare facilities can enhance the sales of services or products.

Safety and directional

Most importantly for the healthcare industry, digital signage can act as an emergency alert system, raising awareness throughout the facility and delivering essential health and safety messages. Through a centrally controlled system, critical messages can be pushed out to all digital screens in the facility improving the ability to respond to any type of situation.

Staff can also be informed about safety procedures and events which could limit the accessibility of certain areas through the display of safety schedules.

Staff communications

Digital screens can be placed throughout staff break rooms for the same reasons as you would put them in waiting rooms – to engage and inform. Replace old static notice boards or whiteboards and instantly update your staff with new work policies, procedure changes, new treatments, safety alerts, training opportunities and other notices through a cloud-based content management system. This cost effective and flexible solution can be implemented across multiple locations, providing a solution to communicate with any number of employees quickly and efficiently. Digital signage can also be paired with technology to enable content to be pushed out directly to staff’s phones.

The health care industry is a natural fit for digital signage due to the constantly changing nature of its facilities and the dynamic nature of the healthcare sector. The ability to centrally update content ensures real-time messaging of critical information allowing any healthcare facility to provide staff, patients and visitors with the most current and accurate information at any time. Much faster, more impactful and eco-friendly than paper-based static signage, digital signage ensures a reliable, streamlined source of communication. From a small general practice, to a large bustling health care facility hospital, digital signage delivers a strong return on investment for any health care facility.

As featured in DigitalSignageToday.

As the first touchpoint with your business, it is essential to eliminate the frustration that often accompanies finding a parking space. Research by Columbia Business School has proven that a relaxed and happy customer is willing to spend more money and more likely to become a repeat customer. Avoid making potential customers irritable through focusing on creating an easier and more convenient parking experience.The growth and universal impact of digital technology is the key to engage with, entertain and monetize customers in the modern world. Not only can digital technology play an essential role in providing the seamless parking experience that customers now expect, it can also create insights to drive the future direction of businesses and the services it provides.

Key to creating these insights is the implementation of a very important sales channel; an online booking system. Not only can businesses request general, vehicle and payment details, but loyalty incentive programs can develop a reliable customer base. Execution of an online booking system will allow for a streamlined customer experience as customers can reduce the hassle of searching for a parking space. Over 65% of Australia’s population shops online for a quick and effortless service, and the parking industry needs to reflect this norm in their offering. How?

1. Better Facility Management

Dynamic digital parking signage allows businesses to run facilities unattended using enhanced graphic displays and instructions to guide customers from entry to exit. A key benefit to this technology is the cloud based content management system allowing businesses to easily modify the content anywhere, anytime. Operators can also collate and analyse data of car park usage and trends, allowing the business to improve engagement with customers, create targeted digital marketing activity, plan capacity and implement dynamic pricing.

2. Reduced Traffic Congestion

Number plate recognition software will eliminate the need for drivers to stop and collect a ticket whilst linking dynamic digital signage solutions with intelligent sensor systems will provide real time space availability. The combination of this technology will optimise the traffic flow and help to ease congestion at the car park entrance and throughout surrounding areas.

3. Increased Security

BPA research shows that after location, security is the main concern when choosing a car park. Intelligent sensor systems and CCTV can be synced with LCD video walls to create a centralised command centre to provide a safe customer service experience. Centralised command centres enable staff to speak to customers, quickly address any security and traffic management issues and raise boom gates.

4. A Better Customer Experience

Digital parking technology provides a unique communication tool to manage crucial brand touch points and enhance the customer experience with customised, engaging content. By improving the ease of entry, payment and exit along with the implementation of a loyalty incentive program, customers will be more inclined to park at the same location more frequently.

Not only will your business improve your customers parking experience through the implementation of digital technology, the advertising capability of dynamic digital signage provides the opportunity for increased revenue by engaging with nearby businesses or through the promotion of car parks specials, car wash and valet options. Incorporating dynamic pricing is also a powerful way to instantly increase revenues and the bottom line.

As featured on Parking Australia.

Digital signage is a powerful communication tool; its ability to attract, engage and retain audiences of all types is incomparable. It creates endless opportunities to deliver personalized, effective marketing strategies and increase your customer engagement. It’s main feature? The content.

The aim of digital signage is to enhance your customer’s experience and without spending time on getting the content right this isn’t going to happen.

Firstly your digital signage content needs to suit your objectives, branding, target audience and the surrounding environment.

Plus you need to make sure that your content works in the digital screen format. You’ve chosen your hardware. You’ve picked your media player. It’s all been installed and you’re ready to go. But hold up, the content is warped, stretched, or perhaps it’s skewed all over the sign. How do you make sure that this does not happen to you?

To make sure you get the most out of your digital signage the starting point is great design – and specifically content that is designed for the digital format. A key advantage of digital signage is its ability to branch out from static images. Including a combination of images, animations and films allows you to entice, entertain and retain the interest of your audience.

Holly who heads up our Design & Animation team, has compiled her Top 5 design tips for creating effective digital content;

• COLOUR: Keep colours harmonious and minimal. The correct use of colour is vital to establish a clear understanding of the message and effective design.
• TYPOGRAPHY: Choose legible fonts to compliment the communication style. Ensure the number of font styles are kept to a minimum as an over-indulgence will confuse and spoil the design.
• LAYOUT: The arrangement of content needs to be considered carefully to guide viewers logically through the design. Alignment, placement, size and space are all factors to be mindful of when creating any layout of content.
• SPACE: Determine the size of the area you have to work with to help establish the amount of content you can use. Excessive information and images crammed into a space will make the design incoherent and unprofessional. Negative space is necessary to convey a clear message and appeal to the eye.
• KEEP IT SIMPLE: Unnecessary design elements can clutter content and spoil the design. Keep these to a minimum and ensure they compliment your message and design rather than over-power it.

Our greatest tip though? Get in touch with the CV Media & Signage team.

Walking into a quick-service restaurant these days often means seeing a row of digital displays behind the counter, as LCD screens rapidly replace static back-lit posters.

With an estimated 50 to 70 percent of QSR sales occurring in the drive-thru, taking digital menu boards outdoors is the next logical evolution for the industry. A report by Futuresource Consulting in 2014 suggested that only 1 percent of the potential market for outdoor displays had so far been tapped.

As a reminder of why the drive-thru is important, much of Australia’s eastern seaboard recently copped an unseasonal lashing from the weather gods. As the rain pelted down, the number of drive-thru QSR customers surged as they avoided the drenching that comes from the 100-meter parking lot dash.

Making it easy

The drive-thru customer experience is all about speed and convenience. Having the right menu and message at the right time is important. In the past, business owners had two choices: Display all menu items — breakfast, lunch and dinner — on the one menu board all day long, or use two-sided menu boards that could be flipped during the day. Talk about overwhelming the customer.

The National Restaurant Association’s 2015 Industry Forecast showed 41 percent of the critical 18- to 34-year-old target demographic says technology is an important factor when they choose a restaurant, and the next age bracket — 35 to 44 years — wasn’t far behind at 39 percent. The NRA’s research found that technology improves speed and convenience for consumers. Are drive-thrus and technology the perfect combo meal then?

Let’s go through a handful of the top reasons outdoor digital displays go hand in hand with drive-thrus.

• Enhance customer experience through content
  Digital menus can be adjusted and scheduled to change according to the time of day. For example, a breakfast menu can be scheduled to only appear between 5 a.m. and 11 a.m., being replaced by the all-day promotion for the remainder of the day. It can also offer greater flexibility for promotions and help unclutter visually busy menu boards, which can accelerate order-taking and improve order accuracy.

• Less printing. More marketing.
  A simple price change or menu switch-out for static menu boards would take businesses weeks due to the graphic design time, approvals, printing and shipping. Going digital allows updates to be made in a matter of minutes, including being able to be responsive to the market conditions. Digital also allows for centralized control, with no need for the head office to rely on franchises to changeover static signage.

• Increase sales
  Digital signs can respond to orders as they are placed, so upselling can be an automatic, simple process. The screen can display complimentary items as the order begins to be inputted into the point-of-sale system. A high-resolution screen also allows businesses to tempt customers with eye-catching images of the menu.

Is digital up to the challenge?

But how will outdoor digital displays withstand the vagaries of unpredictable weather, I hear you ask? Rain, snow, heat and cold have for a long time made leaving digital screens out in the elements (i.e.., a drive-thru lane) a costly, complicated and unpredictable proposition. However, the barriers that limited how digital screens could be used outdoors and in direct sunlight have been tackled, making it possible to place high-impact, dynamic messaging in front of customers in nearly any situation.

Outdoor digital displays are now been designed to work flawlessly, for years, despite extreme high and low temperatures, heat from full days of direct sunlight, rain, frost, dirt, dust and fumes, to unpredictable things like power spikes and vandalism. Most notable is the Samsung OH series, which has all the engineering and design needed for ultra-bright, high-reliability, high-durability displays.

The digital edge

QSRs that embrace the opportunity to engage their customers through digital will not only outperform their competitors but will also differentiate themselves from other operators who have not changed the way they do drive-thru business for decades. By combining the influential capabilities of digital menu technology with outdoor digital displays, QSRs can drive sales increases, improve the speed of service and create happier, and hence, more loyal customers.

Is now the right time for you to install outdoor digital displays?

 

Featured on DigitalSignageToday.

Digital technology is driving rapid change in the car-parking industry — electric cars, driverless cars, car sharing, app-based searching, booking, digital payment systems — the list could go on. The two key areas where digital technology is changing the car-parking industry landscape are the use of Big Data and the use of digital screens to enhance the customer experience.

Big Data

The development of Big Data has provoked great expectations for those who manage parking facilities. In plain terms, Big Data collates data from different sources to reveal patterns and trends associated with human behavior. This data can then be used to help create personalized and engaging digital signage customer experiences. The car-parking industry is data-rich, comprising integral data points, such as payment transactions, occupancy data, sensor data, length-of-stay data and more.

Making use of Big Data and analytics can help parking managers to optimize pricing and parking availability based on factors such as the weather, special events or flight schedules for airport parking. Potential takeaways from data could be to create a dynamic pricing strategy — similar to Uber — based on demand and even offer promotions to attract customers.

Digital screens

The parking facility is often the first touch point for the customer journey but can frequently be overlooked in terms of the overall customer experience. The use of digital signage within parking facilities can not only inform customers of parking-related information, but also display safety and journey information as well as providing timely and targeted promotional messages from nearby retailers or businesses.

Integrated approach

Let’s go through a few ways parking companies can use digital technology to improve the customer experience;

• Book online — An online reservation system allows for a more streamlined customer experience as visitors can pre-book a parking space to reduce the hassle of driving and searching. Companies can collect data through this system by requesting general, vehicle and payment details.
• License-plate recognition — If the customer has registered and pre-booked a space online, the car can be recognized via license-plate recognition, allowing quick entry. If payment details have been registered, the parking costs can be calculated and charged to the customer’s account on exit. This is much easier than having to remember to pay before making their way back to the car.
• Digital parking signs — Located at the entry of parking facilities, digital parking signs can integrate with license-plate recognition software. Once data has been gathered about a customer, the digital sign can display customized and tailored content. This content can include welcome messages, pricing information, available parking spots, car wash and valet specials, and promotional messages from nearby retailers or businesses.
  To help manage supply and demand, parking operators can also quickly and easily adjust parking prices. With a traditional, static parking sign, a price change would entail a minimum two-week turnaround time with approvals, printing and shipping. Digital parking signs allow parking managers to alter pricing within minutes due to cloud-based content management systems.
• Digital video walls — Digital video walls can be based anywhere and everywhere within a park facility. Similar to digital parking signs, these can be linked to license-plate recognition software, allowing video walls to be used for directions — if the customer has an allocated parking spot — or relevant promotional messages.

The Brisbane Airport Corporation in Brisbane, Australia is a great example of innovative parking facility management. The company began their digital disruption with an installation of a video wall above the parking pay machines. Accessible through a cloud-based content management system, BAC can instantly update or schedule content, ensuring no promotional opportunity is overlooked. Digital parking signs have also been installed at the entry and exit of the state-of-the-art AIRPARK allowing the ability to dynamically manage pricing changes and promote parking specials.

Digital technology is a critical enabler in creating the seamless end-to-end experience that customers now expect. Enhancing the parking experience with the clever use of digital technology will help parking operators attract new customers, grow market share and increase revenue. Most importantly, though, digital integration into the delivery of parking services will help generate data and customer insights, allowing parking operators to proactively manage and improve the customer experience.

Featured on DigitalSignageToday.

It can be tricky to communicate important messages in a workplace landscape. Often organisations find people are busied by their overlapping meeting schedules, endless to-do lists and an inbox of emails that no matter how many we action, never seems to get smaller. For companies, a challenge lies in embedding communications within the culture which is both effective and has the ability to translate into different team dynamics and in different locations.

The advances in technology have seen a growing interest in how companies can digitise their communications to integrate seamlessly into their employee’s everyday environment.  How can a company replace the infrequency of a newsletter or email and have a continued cultural representation of pride and progress?

The digital progression for companies is happening at a rapid pace with more efficient workflows, paperless systems and digital data control across multiple business functions. The digital journey is happening for businesses everywhere with Alex Niehenke of Scale Venture Partners saying “If you’re not figuring out how to be a digital company, someone else will be coming around to replace you.”

The integration of digital screens across business locations can provide a continuous feed of information and updates which reflect 3 core aspects of any company;

1. Progress: job wins, project updates, key milestones reached, project completions
2. Pride: team success, internal and external recognition, individual accomplishments
3. Information: safety updates, company information, important news, industry specific information

Similar to the feeds we engage in across social networks, digital corporate communications can bring life and activity to the office and site space. Building integration from the different facets of a business can be particularly beneficial in providing a layered culture of recognising progress, understanding peers and motivate a strong feeling of company pride.

A key aspect and positive of digitalisation within organisations is engagement. Moving from hierarchies to networks and shifting the sense of top down control to an empowering environment will be crucial for the future of work (figure 1.responsive org manifesto). Companies that want to stay ahead will be looking to move from the more predictable focuses and start experimenting with less predictable opportunities. Enriching company culture through consistent engagement can be achieved through active digital message delivery across different offices, locations and from different sources. The flexibility of real time digital communications empowers employees to engage other employees and offers a platform to spark internal conversation.

Figure 1. Responsive Org Manifesto

---

Case Study

CV Services Group integrated digital corporate communications over 18 months ago and have seen a number of key positives as a result. With 8 locations in 3 states and across two countries, CV Services Group have strived to deliver company coordinated communications simultaneously across all locations. Each office has 1 – 3 screens which displays rotating content inclusive of messages around pride, progress and for informative purposes. The simplistic design of digital screens allow them to blend into any space without interference yet still deliver messages with impact.

Commercial Director, Ian Norman said “integrating the digital signs into the communications mix has seen a number of key positives, with the delivery of up to date and topical content that can be refreshed on a regular basis. The teams have stated how useful they find the information and feel much more informed about what is going on within their own division and on a companywide level.”

The ability to adjust and change content in real time and in reaction to the external and internal environment is reflective of the digital progression being seen across many companies. For CV Services, reinforcing company culture is no longer left to intermittent team meetings or toolbox talks; the digital technology allows it to become part of everyday work life.

---

The digital progression of work spaces is ongoing, as digitisation across the workforce is in full swing. Rather than fear the future, companies will seek to adapt, integrate and develop their business culture around the digital space. Assisting with all aspects of corporate communications from the technical to the function and delivery, CV Media & Design can integrate the best digital corporate communications for your company today.

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:

• Outdoor LED
  LED, whether this is in the form of an LED trailer or an LED display installed on the dealership’s facility, provides a high impact, flexible advertising option to attract passing traffic. Digital signage allows marketing teams to effectively and efficiently communicate messages to consumers with the ability to update content instantly.
• 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. Content for the screens can include current product and service promotions; latest model releases and features; up to date financing options; and generic information such as time, weather, news and social media feeds. By the time a sales person greets the customer, the customer would have already been exposed to numerous marketing messages. The screens deliver stimulating full color images or video capturing the interest of customers, creating a sense of curiosity and a desire to find out more. 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 available models during a visit to a showroom, proving that today’s customers value the efficiency and speed of using self-service tools to find answers. Not only could an interactive screen provide extra details about a car, a dealership could also take it that step further and enhance the customer experience with an interactive car configurator. Using an interactive screen, customers could alter the model choice, accessories and colors and immediately see on a screen what their dream car looks like. As technology continues to advance, customers would also have the option to rotate the car and be able to view their selection from every angle, including close-ups of different parts of the interior. Strategically positioning interactive screens within dealerships will further assist in reducing perceived wait times and provide customers a sense of empowerment by putting them in charge of accessing new information which is relevant to them.
• 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.

Digital disruption is the key to succeeding in the automotive industry. As Accenture’s report says, “Dealers who are innovative, aggressive in pursuing digital strategies that engage the connected customer, and proficient in communicating the right message through the appropriate digital channels at the right time, will become automotive disrupters that can sustain growth in the global automotive market into the future.”

Featured on DigitalSignageToday.