According to Search Engine Land, a whopping 88% of consumers now trust online reviews as much as advice from friends and family.  This puts an anonymous online synopsis nearly on par with the age-old reliability of word-of-mouth marketing.

Let’s look at how can you use digital signage in your dealership to encourage reviews and leverage them in your dealership to boost revenue.

Encouraging reviews

Every dealership wants to know more about what their customers will say about them when asked; so they can see where they need to improve.  Getting a small sample size is often misleading, so every dealership should want to get as many customer reviews as possible.

To achieve this goal, you need to make it simple for a customer to provide a review; and this starts with asking them to leave a review.

With digital signage at key interaction points throughout your dealership, customers can learn all the review sites for your business. Some of the most important review sites for auto dealers to focus on in 2018 include:

  • Google Reviews
  • Yelp
  • Facebook
  • DealerRater.com
  • CarDealerCheck.com
  • 3rd Party Automotive Sites like Cars.com, Edmunds.com and KBB.com

In addition to pointing to the review sites, digital signage can help with campaigns to promote reviews.  For example, an offer of a free oil change on their next visit or a monthly drawing from submissions can increase the number of reviews received. It is important when doing a contest or drawing to be sure to stipulate that all reviews are welcome, positive and negative.

You can also use your dealership’s CRM to send emails and/or texts requesting reviews from customers. You may be surprised to know happy consumers will leave a solicited review nearly 70% of the time.

Leveraging Reviews

Once you start collecting reviews, you can then develop a strategy to leverage them to help grow dealership revenue.

Here is a straightforward process to do so.

1.      Categorize all reviews by the type of experience. This can include new car purchase, used car purchase, accessory buys, warranty upgrades, service work, etc..

2.      Match reviews to the product or area you want to promote. For example, on TV’s in the car purchase or F&I waiting area you could run a promotion on a warranty upgrade and support it with testimonials.  In the service area run a new car promotion on displays and back it up with testimonials on the new car trade-in buying process.

3.      Develop the assets needed for the campaign, communicate with each area’s employees so they can help promote, and launch.

When leveraged correctly, digital signage content displaying customer reviews can play a strategic role in improving customer satisfaction and loyalty.  People are motivated by stories they can empathize with, and at the end of the day, using this strategy to leverage intent-rich content will drive your customers to better engage with your brand.