Article

Volkswagen rolls out digital signage to promote new Golf 5

MP3 players, GPS and other car accessories have seen sales improve since network was installed in 230 European retailers.    

January 14, 2009

WIGAN, U.K. — Volkswagen Group (U.K.) Ltd. has boosted sales of MP3 players and GPS navigation systems across its 230 retailers following the successful launch of a nationwide digital signage information channel. Based on Connectvision multimedia messaging software developed by Saturn Communications Group Ltd, the Volkswagen TV (VTV) channel is broadcast to LCD screens at retailers showing a range of after-sales products, new car announcements including the new Golf 5, driver safety information and Volkswagen's financial services offers.

Last year Volkswagen conducted a trial across seven retailers over a six month period using Saturn's Connectvision multimedia messaging software. The retailers experienced a four-fold increase in sales of MP3 and GPS navigation systems compared with other Volkswagen retailers. Volkswagen began rolling out the national multimedia network in December. All 230 retailers are now on-line.

Each retailer has a 42-inch LCD screen in the customer service area, with some retailers opting for a second screen in the front-of-house sales area. The VTV on-screen content is different in each area, with the sales area screen displaying a multi-screen branded layout containing the latest vehicle images and videos together with news about Volkswagen events and local retailer offers. Some retailers are also broadcasting VTV onto overhead back projectors in their main sales areas.

Volkswagen retailer concept

Volkswagen TV screen content is managed from the Volkswagen head office in Milton Keynes. Connectvision software is used to add, schedule and distribute content to all screens in the network. To reduce IT security and network capacity issues at each dealership, the LCD screens are supplied with a dedicated PC providing the initial on-screen content which is updated online by Volkswagen's marketing team. The branded customer service screen layout is split into three areas to show car video images, Volkswagen news and special promotional offers as text at the bottom of the screen.

The success of the Volkswagen Group (U.K.) retailer channel is being monitored closely by Volkswagen Germany where it is being incorporated into the Volkswagen Retailer Concept.

"This is an exciting new medium to support our retailers," said Deborah Elsom, internal communications manager at Volkswagen Passenger Cars, and project manager for the retailer channel rollout. "Over the course of the next 12 months we expect to increase the number of screens, develop the multimedia content and add new forms of content delivery as the retailers begin to realize the potential of this communications channel."

Volkswagen news forum

Volkswagen Group (U.K.) isno strangerto multimedia massaging. It has been using Connectvision multimedia messaging internally for some time to manage and distribute content for its News Forum service to over 400 employees working in Volkswagen Passenger Cars, Volkswagen Commercial Vehicles, Seat, Skoda and Audi at its Blakelands headquarters in Milton Keynes.

Connectvision enables screen-based, multimedia messaging for a network of locations spread across an entire organization. The HD and Vista Ready software is graphically enhanced using Microsoft's Windows Presentation Foundation (WPF), enabling multiple screen windows to be addressed independently. This allows information from a variety of digital sources to be presented on a single screen and automatically updated in real time. Screen content can be zoned and scheduled to appear on screens anywhere at any time, creating a communications channel that is both impactful and relevant.

Ease of use and content management are fundamental to the way in which Connectvision is deployed. It allows users to draw on a wide variety of image formats and multimedia file types such as jpeg, avi, mov, mpg, PowerPoint and Web pages. In addition, the software allows information from live feeds from the Internet, business systems and customer intranets, as well as the capability to utilize IPTV.