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How often have you found yourself frustrated in a business’ visitor lobby, thumbing through magazines, clicking on your phone and staring at mindless images on the television as you wait for service.
It is an experience each and every one of us has faced and an event thousands of people are confronted with in auto dealerships each day. However, through custom messaging you can make wait time both enjoyable and valuable to customers visiting your dealership.
Let me tell you how.
In the 90’s, the advertising agency world developed the concept of personas. This identified specific customer segments with coherent identities, or archetypal users, that a given communication can be most effectively focused on. This was started with broadcast TV, and took off when integrated marketing added more media channels to the mix.
The original persona identification used best guesses at target audiences, profiling their demographics and what they might like through surveys and generic buying patterns.
However, in a known business environment, you are aware of your visitors and can develop a more accurate persona to effectively hit the target on your messaging.
In recent years the technology has evolved that this concept can be taken down to viewers of TVs at a business. Custom TV channels can be built and maintained so a display can be your best tool for making the wait more enjoyable for your visitor, and of great value to your business.
Using identified personas, day-parting and time-parting, and the vast growth of readily available tagged content, your business can effectively communicate with a customer with messaging they will watch and better retain.
If you have visitors to your business who wait, let us work with you to build personas that can be used to more effectively communicate with them through custom TV channels. This will help you drive happy, repeat clients who brag about you to their friends.
No one likes to wait. It is a basic fact of life. However, in the auto industry waiting is not only a pain for the consumer, it is the number one pain point.
According to the third annual eLEND Solutions™ auto dealers survey more than 50% of dealers feel wait time, either in F&I or the dealership, constitutes the number one pain point for consumers. This pain directly impacts your customer service experience and lead to the consumer canceling a purchase, not returning for service or potentially providing a poor review for your establishment.
Let's take a look at a few things you can do to address this pain point and prevent negative experiences.
Eliminate Choke Points
Wait time often results from bottlenecks in the new car purchase process. These bottlenecks can occur from the sales floor to the finance department or from the finance department to new car delivery. These stop gaps can differ at different times in the day or even be seasonal. To eliminate these gaps complete an audit of the annual sales history of your company and ensure that your organization is staffed properly to handle the anticipated volume of customers.
When you know customers have to wait, it is best to communicate that wait with them and provide them timely updates. This can be done by having a salesperson regularly checking back in on the client. You can also further improve upon this communication by implementing a ticker system on your televisions that notifies people of their place in line.
Provide Education and Distraction
Distraction is a great way to keep your clients from fretting about the wait time. The ultimate solution for this is the ability for you to provide your customers with unique and customized TV channels for your business. At AutoVision we have found this type of distraction can reduce perceived wait time by 35 percent! That reduction alone can be the difference between a furrowed eyebrow and happy face.
Comment below with other techniques you are using in your dealership to improve wait times. Also, if you would like more information about how to implement custom TV channels in your dealership feel free to contact us.
Going into the 2017 calendar year, AutoVisionTV (http://www.autovisiontv.com/) was experiencing a rapid growth trajectory with their custom TV channel solutions at interaction points in automotive dealerships around the United States. However, one unique opportunity came along, changing our focus for the long-term mission of the company.
“We recognized the ability of the dealership management team to communicate to their customers was important to the overall culture and environment in the dealership. They asked for a way to show the impact of our solution related to their customers” said Will Worosylla, VP and Managing Partner of AutoVisionTV. “We reached out through a partner of ours, Text2Drive (http://www.text2drive.com/), a vendor in a few of our existing stores. We built a campaign of exclusive advertisements on our custom channels which promote new opt-ins for the Text2Drive service, and the results could not have been better!”
“The benefit of controlling screen content has come more into focus this year, as more and more dealerships recognize the asset they have in their television screens. Playing slides that never change does not utilize those assets to their fullest. Our mission became how do we directly impact dealership operations, and revenues, all while creating an environment in these areas that is entertaining yet informative to the customers who are sitting there?”
With that mission, the AutoVisionTV content management team worked with the Text2Drive team to develop a series of advertisements promoting their service. These focued on its benefits and provided calls-to-action with promo codes unique to eachspecific benefit and could be acted upon by using the exclusive texting codes shown on the screens. The results were impressive!
“Immediately, each individual dealership saw a spike in new opt-ins to the Text2Drive service. With the data provided by Text2Drive metrics, we were able to demonstrate the opt-in revenue generated exclusively by our TV ads alone would pay for our screens for the next three years! We now have direct measurements not only of the value of our screens to convey dealership messages, but also a measurement of its value to the revenues of our dealership partners who utilize our custom content-managed channels.”
In the case of Hegg’s CJDR in Mesa, AZ, the AutoVisionTV lounge channel generated 31 new opt-ins during its initial two months. These customers returned sooner and more often resulting in future services generating additional revenue for that store.
"The AutoVisionTV product has shown to be an effective tool in communicating to customers in our dealership”, said Dave Bartlett, Service Director at Hegg’s CJDR. “They create, curate and manage the content for us, which in the case of the Text2Drive product helped us get more customers to opt-in to the service so they become return customers who see additional value in the product and services we offer."
According to Will Worosylla, this is only the beginning of customized in-store communications for the CJDR dealers and their vendors. “We will continue to work with all of our dealership partners on additional ways we can assist in promoting the products and services our clients offer. Our on-going effort is to provide valuable tools they can use to communicate to their customers and drive additional revenues in their service areas through our custom managed channels”.
AutoVisionTV is a division of Unified Brand Signs, Inc. (http://www.unifiedbrand.com/). It is razor focused on optimizing auto dealership communication to visitors and employees in their stores. For more information on AutoVisionTV and custom-managed TV channels at all dealership interaction points, please go to http://www.autovisiontv.com/ or contact Will Worosylla at firstname.lastname@example.org.