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Don't Patronize your Lounge Customers

The environment in the customer lounge says a lot about your dealership and management. In fact, dealers spent more money remodeling the lounge to look and feel more like a 'home' space then any other part of the dealership.

With comfortable chairs, coffee service, muted colors and a variety of reading material, the customer lounge area dealers focuses on a welcoming environment to increase CSI and lower customer inhibitions.

And this has translated to the choice of Customer Lounge TV programming offered as a balance of control between the dealer and the customer.

Offering broadcast programming through a cable or satellite box often means giving the control of the remote to auto dealer customers and paying that dreaded bill of several times what you pay at home. Not only will customers see competitors ads, there is no way to balance the control with the desire of many.

Some dealerships have resorted to showing programming tuned to sports or select programming that often is male dominated and restricts the lounge to the dismay of the customers.

Alternative solutions offer edutainment that shows service videos about the car with the attempt to educate customers on brakes, differential and more.

Do you think your customers want to see this?
Do you think this actually helps your sales?

Let's put yourself in some real world examples:

Customer A sits down for routine maintenance and sees a video on differential and leaves to tell his friends what a great experience he had at your store. Do you think this would actually happen? Probably not. Instead the customer would ignore the videos completely and feel like all that you did was try to sell him more stuff when he just wanted to grab some coffee and pass time.

Customer B comes in because her check engine light was on and was thinking about tires when she sees a video about the engine light that contradicts what your service advisor mentioned the issue could be. How does this reflect on your staff and dealership?

The only people that get excited about Service Videos and Animations of Engines and Brakes are the car guys that work in the dealership and the people selling the product. Managers like that there aren't any commercials and it looks cool, but can't see past the fact that customers are turned off and report negatively on experiences with these systems.

How would you feel if you went to the Doctors office and in their lounge they only showed optional procedures, instead of helping you relax before your appointment?

We found a better way.

The Digital Dealership System offers multiple Dealer Lounge TV options.

Wrap Broadcast TV - placing your ads next to live television broadcast just makes sense. Change the channels or keep it on a universal channel. The ticker along the bottom can have alternative news feeds as well as sales, service and accessory specials.

Create your Own Channel - using a mix of LICENSED content that is updated daily, dealer-added videos, YouTube Videos, dealer commercials, testimonials and much more, dealers can create their own channel of commercial free content and update the system whenever they want. Cut the Cord. Save Money. Control the Customer Lounge TV.

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