The Guide to Digital Signage for Automotive Showrooms

They're a sign of freedom and convenience, not to mention a badge of honor or prestige to some. The mighty automobile is different things to different people. But there is one thing we can all agree on.

A car is no small investment. And the client knows it.

When it comes to buying a car, the buyer is looking for assurance - confirmation that their hard-earned money is being invested wisely. This is where car dealership signs come into play. They've evolved from mere price tags to digital billboards capable of placating a potential buyer's objections, honing their attention, and revving up their desire to say, "I want that."

In the realm of buying and selling, digital signage is a game-changer. And in the universe of car dealerships, it's the turbo boost that could put an establishment ahead of the race.

While car showroom signage is nothing new, the modern usage of digital displays means that some simple banners or price boards are no longer enough to stand out to potential customers.

So whether you're running a new or used car dealership, we're going to look at the ways that digital signage for car sales can change your business.

How new automotive showrooms use digital signage

The digitization of car dealership signs is nothing new. And due to the high costs of buying a new automobile, new car showrooms have been taking the lead in integrating these signs into their spaces for years.

A far cry from traditional paper banners or static display boards, digital signs and video walls bring the slick publicity of car manufacturers direct to the customer in the showroom. And considering that some of these car ads cost as much to make as a relatively budget Hollywood movie, it makes sense to bring these productions closer to the customers who are making a decision.

However it's not just playing the ads for new cars on loop.

Car dealerships can also run displays highlighting important things such as:

• Prices
• Car features
• Dealer information
• Available extras such as metallic paint or premium interior finishes
• Social media content

And it's not just product specific content either. Large car showrooms might also include directional or wayfinding information, details of events or product launches, or they may choose to highlight local partnerships and more.

Typically, the foyer or window display will show a looping promo on an LED video wall; while interactive kiosks stand alongside the gleaming row of newly minted cars, providing digital brochures for tech-savvy clients who favor touch screens over printed material.

Meanwhile, LCD screens dispersed throughout the showroom can play exclusive car demonstration videos by renowned auto experts, enhancing the buyer's understanding of the cars on display.

The benefits of digital signage for used car dealers

While new car showrooms have a shinier allure, used car dealers tend to have a less than reputable reputation. And this is where used car showrooms stand to benefit just as much – if not more – from digital car dealership signs.

Digital signage can help dilute the stigma usually associated with pre-loved cars. For instance, digital signages can display verifiable and reputable car history reports that detail past owners and maintenance records. They can also highlight additional features or other key factors to restoring the buyer's confidence about splashing out on that used car.

Digital signage also serves as an excellent vehicle for personalized advertisements.

A constant stream of changing content allows sales teams to highlight specific car models, promoting recent acquisitions or vehicles with unique selling points.

Types of digital display for car dealers

There are several ways you can display information on car dealer signs. These are:

TV/monitor screens

Freestanding or wall mounted TVs or screens can be placed at specific and visible locations around your showroom. These will usually be in waiting areas or near entranceways or in windows, and these are the most common form of car dealership signs.

Video walls

The video wall is a striking display, which, as it's name suggests, can take up a whole wall. While a video wall can be one large screen, it can also be many smaller screens which make up one bigger sign. These often look like billboards, and make a striking addition to either your shop front, or as a backdrop to your premium models.

Read more: How to set up a digital signage video wall

Handheld displays

In the age of personal touch screens, offering iPads or Android tablets for your customers to browse your catalog can be a strong play. This can mean easy access to your entire inventory, or even access to content such as promotional videos, or newsletter signups.

Ideas for using digital signs in auto dealerships

When it comes to signage for car dealerships, digital displays are dynamic and versatile, offering the opportunity to change messages regularly. 

Whether you want to inform potential customers about your add on services, or attract more customers by highlighting your upcoming events in your window, these ideas for using digital content on your car dealer signs could help you attract more business.

Virtual test drive

Use digital signage to offer virtual test drives to customers, ensuring they get an immersive experience before they commit to a test drive themselves. And no, a virtual test drive does not replace the real thing, but simply adds to the experience.

Highlight car features

Digital signs can provide a detailed rundown of a car’s features, educating your clients in an engaging way. You can also offer interactive signage using tablets so that customers can browse the details in their own time.

Promotional videos

In a new car showroom, it's standard procedure to showcase promotional videos from car manufacturers, highlighting the allure of their newest models. Even in used car dealerships, it's possible to use older promotional content from older models. Run a search on YouTube for ads from older car models to display in your showroom.

Customer reviews

Your reviews and ratings online have a huge impact on your customer's trust. Highlight positive reviews from happy customers from sites such as Google, Facebook or TrustPilot and display them proudly on digital signs in your car dealership.

Compare models

Everyone wants to understand whether they're getting the best value for their money. Especially when it comes to high value ticket items such as cars. So, use digital signs to directly compare different car models side by side based on price, performance, and other features. With touchscreen digital signage, you can even set up an interactive car comparison.

Announce limited time deals or offers

Got a promotion coming up? Announce it via your window displays to passing traffic. You never know who might be thinking of buying a new car and waiting for the right time... Don't forget to add links to your social media or website so that potential customers can sign up and stay up to date.

Car maintenance tips

Being an auto dealer goes beyond simple sales. Use your signage to share car maintenance tips to educate your clients and help them get the most out of their new pride and joy. Offering this level of information shows you're more than just looking for a sale, and that you play a valuable role in their car ownership experience.

Provide financing information

Cars aren't cheap, and many people will choose finance over paying outright. Help your customers to make those tricky decisions before it comes to the crunch time by providing details of your financing or hire purchase packages. Showcasing these on digital displays helps customers understand the options in advance, and can make for an easier sell when the moment comes.

Showcase award-winning models

Got this year's best in show? Or maybe an industry magazine had some gushing praise about one of the models in your showroom? Use your car dealership sign network to promote specific models that have been awarded by industry experts. A great way to stimulate interest, and buyer confidence in their potential purchase.

Highlighting community involvement

If you partner with local charities or initiatives, use digital signs to proudly showcase your dealership's community service or charity events. For example if you sponsor a local kids sports team, or you recently donated to renovate a community garden, share those images on the screen!

Digital catalog

Paper is so passé! Use QR codes on your digital signage, or give access to interactive displays that allow customers to browse your line up of quality vehicles on their own devices or your screens. This can also be a useful element if you have multiple car dealerships in different locations. Perhaps you have the model they want down the road? Let them browse your latest models to find exactly what they're looking for...

Waiting room entertainment

Keep customers entertained during wait times with digital signs showing popular car based TV shows, retro car ads (check out YouTube for some fun retro car ads), or car trivia.

Meet the team

Put a human face to your business name. Share profiles of your team on your digital signage displays, with some fun facts about them.

Interactive map

Provide a digital map for customers to quickly locate the car model they are interested in. Especially useful if you run a large car dealership, or multiple locations.

Environmentally conscious messaging

If you stock EVs or low emission vehicles, make sure your customers know. Share the details of their fuel consumption or MPG, as well as any other environmentally positive messaging. And, if you run any in-house environmental initiatives such as carbon offsetting, make sure to share it with your audience.

Promote your auxiliary services

From those extended warranty options, maintenance packages, or car insurance services; through to metallic paint, custom sound system design or luxury upholstering, make sure you promote those extra services on your digital signage.

Social media integration

Growing a social media following is a big part of modern business, so share your accounts on your screens. Encourage people to interact using easy to scan QR codes, or sharing customer content on your social feeds. Give them a reason to interact by running competitions or sharing fun information relating to cars.

Read more: Great content ideas for digital signage.

Managing digital signage with ScreenCloud

With the right mix of informative content and persuasive advertising, car auto dealership signs can go beyond merely decorating your car showroom.

Many businesses use digital signage to inform, advise, convince, and entertain, creating a holistic environment conducive to the big buy.

What's more, if used shrewdly, digital signs can supercharge your sales and boost your dealership brand beyond your car dealership walls and into the digital sphere.

Using ScreenCloud to manage your digital signage couldn't be easier. Whether running a single sign or a network of digital displays, ScreenCloud makes it easy for anyone to manage their digital display content for maximum impact.

Get set up in minutes using our user friendly software, designed so that even non-technical users can create and manage professional looking digital signage. And with over 80 apps to access, you can set up and stream content to share your latest models or other important info and get more customers through the door.

Try ScreenCloud for free, or request a demo today.