This opens an entirely new way of interacting with customers to dealers.
The giant screen uses a ceiling-mounted projector, and is hung on the first floor of VW’s new Chelmsford dealership.
Content is informative, controlled by VW HQ in Milton Keynes, and is positioned above an open atrium on the ground floor, to drive people upstairs to the first-floor used car stock.
Both more impactful and cheaper than plasma or LCD displays, the 3M Vikuiti screen has impressed Inchcape Chelmsford’s brand manager, Darren Thompson.
‘The objective was to create a real wow factor when customers pass through the atrium, and the Vikuiti screen has helped achieve this, with its huge size, wide viewing angle and high brightness.’
We at Car Dealer reckon it’s a superb way to increase awareness of special offers and other promotions, in a high-visibility and engaging manner.
That’s not all, though. Elsewhere in the VW franchise, a touch-screen Vikuti display has been installed in the window of the Milton Keynes franchise. This allows customers to navigate the VW website, or configure used stock – by, well, touching the screen.
Perfect for out-of-hours visitors, or those who don’t want to speak to a salesman.
Spencer Huggett, brand manager at Wayside Milton Keynes Volkswagen, said: ‘Although only a pilot, initial indications of customer favourability towards the interactive window display have been positive. It has been completely reliable and looks great, even in bright daylight.’
The two digital displays were installed by CGI. Its collaboration with 3M is fairly new, but has already received a lot of interest in the Vikuti screens – mainly from the automotive sector.
CGI’s Steve Perry said: ‘Car dealerships committed to new build premises are willing to make the investment in new technology, and the Vikuiti Rear Projection Screen is regarded as good value for money. We are planning to feature Vikuiti Screens in more of our work in the future.
‘We regard digital signage as a complementary medium to static signage installations in this market – the two go hand in glove with one another.’
Perry did sound a word of caution, though. ‘The key factor to remember is that the screen is only as good as the content fed to it.
‘Luckily, Volkswagen is content rich and they are already channelling footage through their V-TV LCD systems in dealerships.’