Premier Auto Group: 30% Showroom Engagement Through Digital Innovation
"Today's car buyers research online but still want the showroom experience. Digital signage bridges that gap—giving customers the information-rich experience they expect while freeing our sales team to focus on building relationships rather than reciting specs."
— David Chen, General Manager, Premier Auto Group
Company Overview
| Company | Premier Auto Group |
| Industry | Automotive Retail |
| Brands | Toyota, Honda, Hyundai, Genesis |
| Dealerships | 6 locations |
| Annual Vehicle Sales | 14,000+ |
| Employees | 480 |
| SignageStudio Customer Since | October 2023 |
The Challenge
Premier Auto Group faced evolving customer expectations and operational challenges:
Changing Buyer Behavior
- 43% of car purchases now mix online and in-person steps
- Customers arrive more informed but still want hands-on experience
- Sales staff fielded repetitive questions about features and pricing
- Showroom felt outdated compared to digital-first competitors
Service Department Friction
- Service customers complained about unclear wait times
- Upselling maintenance packages was inconsistent
- Service advisors spent too much time on routine explanations
Staff Challenges
- 20% of dealerships report employee burnout as a key challenge
- Sales team overwhelmed with repetitive information requests
- Inconsistent messaging about promotions and incentives
Accessory and F&I Revenue
- Customers unaware of available accessories and packages
- Finance and insurance products not effectively presented
- Missed upselling opportunities throughout the customer journey
The Solution
Premier Auto Group deployed a comprehensive digital signage network across all 6 dealerships:
Display Network
- 86 displays across 6 dealerships
- Showroom product displays next to featured vehicles
- Interactive vehicle configurators (touchscreen kiosks)
- Service waiting area screens with status updates
- Sales leaderboards for team motivation
- Exterior LED displays for drive-by traffic
Content Strategy
| Location | Content Purpose |
|---|---|
| Showroom Floor | Vehicle features, pricing, comparison tools |
| Reception/Waiting | Promotions, dealership info, entertainment |
| Service Drive | Service status, maintenance education |
| Service Waiting | Wait times, additional service offers, news |
| Sales Offices | F&I product presentations, customer testimonials |
| Exterior | Inventory highlights, special offers |
The Results
After 22 months, the transformation has exceeded expectations:
Customer Engagement
According to the Intelivix Automotive Data Report, dealerships with digital signage experience 30% higher showroom engagement—Premier Auto achieved this benchmark.
Revenue Impact
| Metric | Before | After | Improvement |
|---|---|---|---|
| Accessory attachment rate | 23% | 41% | +78% |
| Service maintenance upsell | 31% | 50% | +61% |
| Customer satisfaction (CSI) | 87% | 94% | +7 points |
| Time to sale (avg) | 4.2 hours | 3.1 hours | -26% |
Operational Efficiency
- Staff-assisted inquiries reduced 34% through interactive displays
- Sales team can focus on relationship-building vs. spec recitation
- Service advisor time freed by 22% for complex consultations
- Consistent promotional messaging across all locations
Key Implementations
Interactive Vehicle Displays
Next to featured showroom vehicles:
- 360° vehicle views and color options
- Feature comparisons with competitors
- Build-and-price configurators
- Monthly payment calculators
- QR codes for mobile information
"Customers explore vehicles at their own pace before engaging with sales. When they do approach us, they have better questions and are further along in their decision." — Sales Manager
Service Department Integration
Service waiting area displays show:
- Real-time service status ("Your vehicle is with the technician")
- Estimated completion time with updates
- Maintenance education videos explaining recommended services
- Special service offers for waiting customers
Result: Service maintenance package acceptance increased 19%
Sales Team Leaderboards
Back-office displays motivate the team:
- Daily/weekly/monthly sales rankings
- CSI score tracking
- Goal progress visualization
- Recognition for top performers
Customer & Staff Feedback
"I was dreading the dealership experience, but it was actually pleasant. I could explore vehicles on the touchscreens without pressure, and when I had questions, the salesperson already knew what I was interested in. Bought a car that day."
— Recent Customer, Toyota Location
"The screens in the service waiting area made my 2-hour wait feel like 45 minutes. I could see exactly where my car was in the process, and I actually learned about maintenance I didn't know I needed."
— Service Customer
"I used to answer the same feature questions 50 times a day. Now customers already know the key specs from the displays. My conversations are more meaningful and I close more deals."
— Sales Consultant
ROI Summary
| Investment | Amount |
|---|---|
| Hardware (86 displays, kiosks, players) | $218,000 |
| Installation across 6 dealerships | $48,000 |
| Inventory integration development | $25,000 |
| SignageStudio business license | $16,800/year |
| Total Initial Investment | $307,800 |
| Annual Returns | Amount |
|---|---|
| Accessory revenue increase | $680,000 |
| Service upsell increase | $420,000 |
| Time efficiency (labor savings) | $185,000 |
| Improved CSI bonus qualification | $95,000 |
| ROI Achieved | 4 months |