SAN DIEGO/HOUSTON — Landmark Chevrolet, a dealership in Houston, Texas, and a U.S. parts distributor for General Motors, has partnered with San Diego-based technology provider, 42Media, to implement its first digital signage network. The private TV network, which combines television programming with custom messages and advertisements from Landmark Chevrolet, allows the dealership to constantly stay in touch with its customers and employees in a way that is both informative and entertaining.
Richard Crabtrey, parts director of Landmark Chevrolet, explains that the network allows the dealership to tell customers the entire story about Landmark Chevrolet each time they visit. “Our customers may not even be aware that we offer a whole range of services, parts and accessories beyond our large inventory of new and used cars and trucks,” Crabtrey says. “Customers waiting to get their oil changed might discover a discount on new tires, a great deal on a new 2007 Chevy Corvette or how to install a DVD player in their Tahoe. We want our customers to know that we can completely take care of their needs here in one facility; that we are a one-stop shop for everything, whether it’s a new vehicle, maintenance on an existing vehicle, parts or accessories.”
According to Wesley Masburn, president and CEO of 42Media, “Digital signage makes it possible to catch customers at that pivotal moment when they are ready to buy, making it an invaluable sales and marketing tool.” With 42Media’s digital signage technology, Landmark Chevrolet is able to change and update its messages and content loops within just minutes so that the information, graphics and video being displayed are always timely and compelling for customers every time they enter the dealership. “Because we are in control of the whole process, we can provide our customers with a true, near real-time communication solution,” Masburn explains.
The digital signage network is also an important educational tool for Landmark Chevrolet employees. “Our products and services are so extensive that even the best-trained employee can’t remember everything,” Crabtrey adds. For example, the dealership is using the network displays to help employees learn about the different makes and models, monthly specials, outside vendor sales, vehicle maintenance and financing incentives. “Through digital signage, our customers get the current information they need, while at the same time, employees are getting educated.”