In the highly competitive automobile industry, building brand reputation, differentiation and loyalty are crucial. To stand out from competitors, dealerships need to provide an elevated in-dealership experience. The objective is to foster a strong, intimate customer-to-brand affinity, resulting in repeat business.
An important touchpoint is the dealership’s customer lounge where customers wait for service, repairs and automobile preparation. With the goal of attaining a higher level of customer satisfaction, the task is to create a customer lounge offering an enticing, relaxing, congenial environment to pass the time. You want customers to be comfortable and content. Studies show that while they wait, customers also peruse the show room, creating opportunity for future business.
There are a number of ways auto dealerships can improve the customer lounge experience. Chief amongst them, a well-conceived video entertainment system that will engage, entertain and inform. Captivating video uplifts the dealership’s atmosphere and creates a better experience for everyone. It adds appeal to current and prospective customers.
An example of such a customer lounge project is the Albrecht Auto Group, an innovative Infiniti, Nissan and Toyota dealer with multiple locations serving the Northeast. Its Toyota facility in Woburn, MA, has been equipped with a new customer lounge designed for comfort and convenience while customers wait for their vehicles.
Customer lounge entertainment is presented by RGB Spectrum’s Galileo processor running an eye-catching 3×3 video wall array of 49-in. LCD displays.
The dealership customizes the content on the video wall. The video wall depicts a wide variety of content, including local and national broadcasts, news and sporting events, Toyota advertising, dealership promotions, video of cars being picked up, service/repair status, time-to-completion information and video and written customer testimonials. The dealership also uses the video wall to promote various aspects of the dealership: its offering of auto accessories, gifts, auto parts and maintenance and repair services.
In addition to inputs from cable boxes, a PC-based media server, and multiple PC feeds, the Galileo processor receives AV-over-IP content from cameras in the service department area. The processor offers the flexibility to display content in any size, anywhere on the video wall surface. Display layouts can be changed instantly to enhance viewer attention and interest.
Operators use a touch-screen tablet PC to select preset display layouts, switch and route sources, and size and position windows on the fly.
The new video wall has received rave reviews from customers and management alike. The result: elevated service to the highest level possible, happier customers and an exceptional customer experience, giving the dealership a crucial competitive advantage. The dealership group will be implementing this new video entertainment system in its other locations.
Albrecht Auto Group is a premier Infiniti, Nissan and Toyota dealer, with multiple locations serving the Northeast: Toyota of Woburn, MA; Infiniti of Nashua, NH; Infiniti of Norwood, MA; Nissan of Marlboro, MA; and Nissan of Milford, MA. Albrecht Auto Group offers Infiniti, Nissan and Toyota service and parts, an online inventory, and various financing options. For more information, visit www.albrechtauto.com.
Berard Systems, based in North Reading, MA, is an audio-visual systems integrator and electrical contractor specializing in commercial AV, security and communications. For more information, visit www.berardsystems.com.
RGB Spectrum designs audio and video processing solutions for discerning customers worldwide. Our best-of-breed systems combine both hardware and software elements to satisfy the unique needs of our client base. For more information, visit www.rgb.com
