MATCH YOUR DIGITAL SIGNAGE TO YOUR CUSTOMER’S DWELL TIME

If the content of your dealership’s digital signage doesn’t meet your customer’s dwell time — the time spent in the same position, area or stage of a process inside the dealership — then your message will be lost.

Starting in the showroom, the dwell time is minimal, as customers are constantly moving, looking at vehicles and speaking with dealer representatives. If your dealership uses sales offices, however, the dwell time can be considerably longer. On the service side, the experience is very different. Take, for instance, the following dwell-time statistics for your customer’s trip through your service department:
• Service Drive = Less than a minute
• Advisor Area = One to three minutes
• Customer Lounge = 75 minute average

When considering a marketing strategy using digital signage, dealers must consider the location relevant to the message to ensure the maximum exposure and recall of the information, while enhancing the customer in-store experience.

“Studies have shown that recall of digital messaging is 10 times that of analog or printed messages. But, in order to have any recall, a message must be seen at least three times. Considering that the average slide is on screen from 10 to 30 seconds,
these factors need to be taken into account when designing signage for the specific
locations in the dealership.”

Studies have shown that recall of digital messaging is 10 times that of analog or printed messages. But, in order to have any recall, a message must be seen at least three times. Considering that the average slide is on screen from 10 to 30 seconds, these factors need to be
taken into account when designing signage for the specific locations in the dealership.

Service Drive
While digital signage in the service drive is a popular option, the message has to be a welcome message with limited marketing. The amount of time a customer will see this message is short, so the message has to be quick and direct. Welcoming a customer is an ideal use of signage in this area.

Advisor Area
This area needs to focus on messages that can be absorbed and retained within three minutes. Dealers are often drawn into solutions that have lengthy animations and stories as opposed to focused content, such as multiple service menus, service appointment status, why-buy messages and marketing. Content in the advisor area should not require sound and should be able to be understood with little introspective thought. Be sure to take into account the maximum dwell time in this area (one to three minutes) and that each graphic needs to be seen at least three times, and plan the spread accordingly.

Customer Lounge
The customer lounge creates a myriad of challenges as dealers struggle to provide entertainment and dealer branding while having some sort of control of the lounge experience. Whether wrapping live broadcast TV with dealer marketing, using a closed circuit entertainment system or using commercial replacement options, the idea is to mix dealer branding with generic content.

The Digital Signage Experts Group (DSEG) recommends the ratio of generic content to specific content to be around 80:20. For dealers, this means that 80 percent of the content should be based on entertainment and 20 percent should be based on dealer specific information. Studies have shown that increasing the “sales” content will have a negative impact on the customer experience.

Conclusion
When considering digital signage strategies for your dealership, consider the dwell time to have maximum impact of the solutions and increase the positive in-store experience for the customer. Too much content will not be seen and will put a burden on your staff for updates and maintenance. Digital signage is for the customer experience and to help increase marketing and sales inside the store. Remember that signage is not there to entertain the staff.

Utilizing these best practices will increase the ROI for digital signage, as well as the bottom line of the dealership, while providing an in-store experience for new and repeat customers.

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