News

Scala digital signage drives sales at Russian car dealership

February 5, 2009

MOSCOW, Russia — Scala, a provider of end-to-end connected signage software, has announced that Dismart, its first certified partner in Russia, has completed a new multichannel, multi-screen Scala deployment for Chekhov Auto car dealerships located around Moscow.

Chekhov Auto appointed Dismart to create its digital signage network after it recognized a need to engage, educate and enthuse customers, convert browsers into buyers and up-sell services and accessories once a purchase decision has been made.

Chekhov Auto knew that a percentage of prospective customers chose to browse but not to buy, with some engaging with the sales and service teams, and others not. Conversely, customers waiting to have other brands of cars serviced may not have been aware of the features, benefits and pricing options available for new and nearly new cars sold at the dealership.

Clearly, there was a need to examine how best to reach 100 percent of prospective customers in a meaningful and engaging way and increase conversion rates.

The eight-screen, two-channel network is powered by Scala Content Manager and provides Chekhov Auto with the ability to show advertising and marketing content from GM, Chevrolet, Kia and Hyundai brands, plus news, weather and travel updates. The network also provides the dealership with the ability to design its own branded and promotional content, as well as a mechanism to inform customers in the service area how long their wait is likely to be and when the vehicle is ready to collect, all within a Scala-controlled environment.

The network is a sales and marketing tool that is managed, funded and championed by Chekhov Auto's commercial department. It has been deployed as part of a packaged solution that uses static signage, product sheets and other retail channels to promote particular models, service products, special discounts and accessories.

"Chekhov Auto knew that a percentage of prospective customers chose to browse but not to buy, with some engaging with the sales and service teams, and others not. Conversely, customers waiting to have other brands of cars serviced may not have been aware of the features, benefits and pricing options available for new and nearly new cars sold at the dealership," said Arthur Rubanovich, director, Dismart Russia. "Clearly, there was a need to examine how best to reach 100 percent of prospective customers in a meaningful and engaging way and increase conversion rates."

Two channels of content were developed to reflect the mindset of the customer. The Showroom Channel provides key brand and product information to customers in the showroom, adjacent to the cars, to help them refine buying decisions. This channel includes the repurposing of branded TV commercials and other marketing information from manufacturers and Chekhov Auto. Chekhov uses the animated environment to help customers understand the benefits of different types of vehicles (e.g., urban, 4x4 or station wagon) and to promote what the car is best designed to do.

The Service Channel provides a wide range of Chekhov Auto content to customers while they wait in the service area. The channel recognizes that some customers may also have older cars (perhaps some of which are at the end of their life), and this channel takes an opportunity to provide information on new car prices, warranty and service packages, insurance information and other information that is both helpful and relevant to the driver.

The format of the Service channel is different to the Showroom Channel because of customer waiting time. With car services typically lasting between 30 minutes and one hour, a longer broadcast is required. Due to extended waiting time, educational, informational or promotional items can be longer. In the showroom, channel content can only range from 10 to 20 seconds, and content in the waiting room may be up to 40 seconds long.

Chekhov Auto also decided to develop a "live update service" within the Scala environment. On a screen in the waiting room, the service displays estimated waiting times and notifies customers when their vehicle is ready to be collected. The benefits of deploying such a system include: keeping customers informed of timescales, which in turn manages customer expectations; providing a "reason to watch" the screen; and freeing up service team time.

"Immediately after the installation of the network, we noticed that our customers took interest in the information presented on our screens, which in turn promoted conversations between customers and our sales teams, meeting one of the key objectives of the network," said Ninenko Vasily, marketing manager for Chekhov Auto. "I am pleased to say we have seen immediate advantages in deploying this communications medium.

"Auto dealers the world over are turning to digital signage because it allows them to animate their products, to show them in the right context, to help customers understand the features and benefits of each variant, and to link these to appropriate extras and accessories, plus service and financial programs," said Oscar Elizaga, vice president of operations, Scala EMEA. "Dynamic digital signage networks such as Chekhov Auto's enable customers to make informed choices and increase the likelihood that conversion rates will be enhanced.