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Toyo Tires expands retail digital signage network with Scala
November 29, 2009
Toyo Tire Canada Inc. says it will expand its Scala-based retail TV network to its potential dealer base of more than 1,600 sites, based on the success of in-store trials and dealer-reported sales lifts.
Since its trials with digital signage began in 2006, Toyo Tires has experimented with multiple software providers and selected Scala to run its network. Most recently, Vancouver-based digital signage provider The Data Works was brought on to manage the network and its content.
Currently, 79 dealers are part of the in-store digital signage network, all of which belong to the OK Tire Stores Inc. independent franchise automotive retail chain. Most display content on one or two 40-inch or 32-inch NEC screens. Content is divided between messaging from Toyo Tires and OK Tire, and programming is provided by AutoNetTV, a television network focused on content for car owners.
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A Toyo Tires retail digital signage installation. |
"Both Toyo Tires and OK Tire stores have a great opportunity to use digital signage to educate and retain their customers while they are waiting to have their vehicles serviced," said Richard Hyde, president of The Data Works. "Our goal is to make it easy to keep the network up and running with content that attracts viewers."
Dealers pay a monthly fee to belong to the network, which is paid in part by a special co-op program between Toyo Tires and OK Tire. The fee covers the monitoring of the network, as well as producing and adding new content to the playlist. Eventually, individual dealers will be able to work with The Data Works to request store-specific content to play on their screens to promote specific products and services or communicate news to their unique customer base.
"As a manufacturer, it's always important for us to offer incentives for our dealers to carry our tires," said Ron Golab, advertising and marketing coordinator for Toyo Tires. "Digital signage is a great way to reach our customers, and it's also an almost instantaneous way to update our current messages. We no longer have to worry if our posters are up on the wall in time to advertise the current retail campaign because they are simply programmed to be on the network."
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