It happens every day; someone brings their car in for a service or is filling out paperwork to buy a car, and what do they end up doing? Sitting in your customer waiting area. Most dealerships have worked hard to have snacks and television readily available so people can be relaxed and entertained, but here are a few things you may not know about people waiting in your dealership:

1. The average time spent at the dealership is 187 minutes per visit. This is an incredibly long time that you have customers inside your dealership, just waiting for their interaction to be completed.

2. Amenities at most dealerships are very diverse, but only provide a service to the customer. This includes TVs, charging stations, magazines, and food; all of which are benefiting the customer only.

3. Waiting customers make the perfect captive audience that is ready for some form of engagement. Most people who are waiting enjoy any form of diversion from their wait, to make time go by quicker.

4. In-person engagements by sales reps may be considered less appealing to customers. Many people view this as overly direct and “sales-y.”

5. Charj has found that advertising to an on-site audience can yield up to 40% average CTR. On-site audiences are more likely to interact with a touch screen, than an in-person sales consultant.

6. By allowing sales consultants to approach customers off of an engagement, Charj has seen that the conversion rate could increase by over 150%.

7. By allowing customers to choose which advertisements they engage with, it makes the up-sell process much easier and less intrusive, allowing the sales consultant to approach them for specific products or services, such as wipers, winter tires, warranties, etc.

It’s becoming increasingly obvious that utilizing a customer’s time while they are waiting for their paperwork or finished car, could prove to be a huge opportunity in improving engagement and increasing up-selling opportunities.