News

Scala digital signage helps transform auto dealership into luxury experience

October 25, 2010

Scala announced today that the Camelback Toyota dealership in the heart of Phoenix incorporated a state-of–the-art digital signage network from Unified Brand and Scala as one of the major components of the 22-year-old facility's complete makeover.

The dealership just built a 62,000 square-foot showroom alongside a 65,000 square-foot service facility with loads of added conveniences, Scala says.

"What continues to make the biggest impression on all of our guests, however, is the digital technology," Camelback customer relations manager Kim McKay said in the announcement.

The goal of building this showroom was to create an environment that does not resemble a car dealership, Scala says. The new facility is equipped with high-end amenities, including free Wi-Fi, a cafe, high-tech media room, kids' play area, outdoor patio and a massage area with in-chair TVs.

Using Scala 5 Content Manager and Player software, Camelback Toyota runs rotating images of famous people, motivational quotes and custom-written "thoughts of the day" to motivate and entertain customers and employees.

The new digital signage system includes some key highlights:

• Seven unique channels playing a mix of custom HD content and real-time news such as stock prices, sports scores and business news;
• 45 Samsung HD screens scattered throughout the showroom, lounge, four-bay service area, cafe, new car delivery area and parts and accessories department;
• Two jumbo HD TVs mounted on a column 25 feet in the air;
• Custom-built PCs;
• Control 4 Systems to change channels and switch to live TV; and a
• Library of dealership-specific content.

In addition to the expansive fleet of flatscreen TVs that display Camelback's custom content, a movie-theater sized high-definition projector screen dominates one wall of the dealership, giving the lobby the look and feel of a grand hotel. New financing deals, car accessory upgrades, service discounts, manufacturer's specials and other promotions constantly rotate on Camelback's network of screens to up-sell customers while still providing entertainment.

Camelback Toyota also uses the Scala system to run an ad in Unified Brand's local community network of signs, helping to draw new customers to the dealership.