DCH Montclair Acura in Verona, New Jersey, a Lithia dealer, reached out to Digital Dealership System to make their newly renovated dealership stand apart even more from their competition.

While the renovation provided a clean and accommodating environment for DCH Montclair Acura’s sales and service customers, Tim Hlavenka, General Manager of DCH Montclair Acura, took the renovation one step further by incorporating Digital Dealership System’s programs into the new interior.

“Digital Dealership System’s screen technology adds to the overall experience we’ve created with our newly designed, freshly renovated and modern dealership,” said Hlavenka. “It fits with our store’s reputation. We want to go the extra mile in making customers feel comfortable with the right amenities, and that’s where strategically placed digital screens that help entertain and inform our customers come into play.”

The open dealership concept means the showroom, lounge and service center flow together without walled offices. Digital Dealership System provided vertical monitors throughout the store’s showroom, which play video content from Digital Dealership System’s custom library, including new Acura Offer and incentives.

As a result, the Digital Dealership System program creates energy and a marketing platform in the showroom, setting it apart from their competitors.

“Our showroom screens offer a sense of personalization, welcoming our customers and helping to reinforce our reputation in our market,” said Hlavenka. “Additionally, we’re using our screens to inform our customers of new offers and incentives that they may not have been aware of prior to walking into our showroom. We have examples of customers seeing an offer on our screens that they would like to explore. That’s a powerful tool to leverage as part of our in-dealership marketing.”

Because the lounge area of DCH Montclair Acura is used for both sales and service, it was important to incorporate messaging from both departments in the system. Back-to-back monitors incorporate LiveTV, updated service status, marketing and the super ticker for sales & service messaging.

“The Lounge TV screens, which show the appointments and the status of vehicles in for service, work very well,” said Hlavenka. “We’re in close proximity to one of the largest metropolitan areas in the country, so the service area gets busy, and advisors give appropriate times for consumers. By putting updates right in front of the customer - showing status and when a car’s service is completed, our screens contribute to our reputation of helping our customers with service and efficiency when they enter and exit our dealership.”

These screens also provide an opportunity to advertise new car and trade-in incentives to their service customers.

“Most dealers look at marketing like checking boxes. We recognize that utilizing screen technology is an incremental expense that to some dealers, have a hard time understanding the ROI,” said Hlavenka. “But quite the contrary, sometimes the experience you create is worth far beyond what you’d quantify on a spreadsheet. There’s a value in enabling our customers to feel comfortable in our showroom, because if you are comfortable in our store, you will come back.”

“DCH Montclair Acura represented a challenge with minimal walls and a fluid layout,” said Todd Katcher, Managing Partner, Digital Dealership System. “At the end of the day, the store’s focus was on creating a unique showroom experience while supporting a lounge that serves sales, service and finance. Each store has unique requirements, and each manager has a different focus, which is why our installations are customized for each dealership. With over twenty different products and many years of experience visiting stores and installing systems, we are able to meet the needs of our customers.”

DCH Montclair Acura is located at 100 Bloomfield Avenue in Verona, New Jersey. www.dchmontclairacura.com.

About Digital Dealership System

Established in 2008, Digital Dealership System is the premium digital sign solution for the modern dealership. Digital Dealership System believes that dealers that invest in the in-store experience separate themselves from the competition by creating memorable experiences, giving dealers the most advanced, easy-to-use digital sign solution in the industry. Their expertise is widely known in the $100M/year dealership screen market, with over 1000 installations completed across the United States.

For more information visit www.digitaldealershipsystem.com