Consumers are drowning with information online in their car buying journey. Learn what’s distracting your visitors, how to engage them and proven tactics to keep their attention. Download Storyboard
Attention Nissan Dealers
Nissan is rolling out a digital signage package for it's dealerships and the articles insinuate that it is mandatory for stores at a certain level of production. The cost of the system is $6500 for the first year on a three year agreement. For this price, you get a TV and a digital menu board that simply shows a menu and not much else.
If you want additional systems, you can add more -- at the same price -- with the additional systems being a slideshow. Yes -- a slideshow. If you wanted a slideshow, you could use PowerPoint!
Comparable systems in the marketplace run about $1200 per year and you can use your existing TV. If a dealer would like to purchase their own TV, it would cost around $500 with installation running around $200 for a total of $1900.
That's a savings of $4600! It's a saving of over $5300 if you already have a TV.
What could you do with $4600?
Maybe put up 3 more systems?
The company representatives tout the benefits of professional grade screens like it's the 90's. Current LED TV's are brighter, thinner and will last just as long as a professional grade screen. And even if they only last a year, the discrepancy in purchase price means you can still buy a new TV a year and spend half of what the company is charging.
In our research we found the Field Operations Managers (FOM) have approved alternatives put in by customers who see that a $4600 additional expenditure isn't fair. If your experience is similar, please post below. It is important that dealers have a choice in how much they spend on programs and allow the free market to determine how much programs cost.
As OEM's are rolling out digital signage packages, many are not mandatory. They simply want dealers to upgrade their slider pricing and light boxes with something more advanced. If you have your own -- you will most likely get approval -- and they may even co-op the purchase.
Before signing a long-term, costly agreement with the OEM's Provider, consider the options and check with your FOM to get approval.
Todd Katcher is the Managing Director of the Digital Dealerships System, the Premier Digital Signage Solution for the Auto Industry. http://www.digitaldealershipsystem.com