Auto & Boat Dealers: Rich Media Displays Put Paper Signs to Shame

Distinct’s interactive digital displays turn the showroom into an emotionally-engaging and compelling media experience.

A paper sign tells the consumer what he or she will get for the price at the bottom of the sheet. The Distinct digital price sign shows a consumer what their life will be like once they’ve made the purchase.

Earth Day might be behind us, but trees around the world will be thrilled to hear that paper has been pushed into obsolescence yet again. E-readers did it to printed books, email did it to bank statements, and now Distinct Inc.’s digital price displays are doing it to the boring old signs that we’ve become accustomed to seeing stuck to cars and boats at dealerships.

This switch isn’t a “green” move, mind you. The real benefits offered by these rich media displays fall right on the dealership’s sales revenue, not the trees. Distinct’s unique Digital Price Signs are designed to attract customer attention, deliver product information, and – most importantly – drive up conversions. They accomplish this by taking the content that would normally be found on the paper price and fact sheet and placing it on a large touchscreen display, complete with high-def images and video.

Essentially giant tablets on pedestals, these digital price signs are more than an information delivery system. It’s a well-known fact that rich media (such as videos and infographics) are on the bleeding edge of modern marketing, and the reason is simple: videos and images speak to consumers on a level that a block of text never could.

Imagine that you’ve set out to buy a new center console, and you’re walking around a large boat show hoping that you’ll find exactly the right boat to inspire a purchase. On your left is a vessel with a sign listing features, specs, and the MSRP. On your right is the competitor’s center console, along with a 23” screen showing HD video of the boat in motion, cutting across azure Caribbean waters with a smiling family on-deck as dad and son man the helm. A noticeable difference, without a doubt.

A paper sign tells the consumer what he or she will get for the price at the bottom of the sheet. The Distinct digital price sign shows a consumer what their life will be like once they’ve made the purchase. It shows a boat running in the water or a car speeding around the Autobahn. This imagery creates a sense of ownership, it inspires the “that could be me” thinking that leads to a buying decision. We’ve all witnessed the selling power of the test-drive; emotional involvement and tactile engagement (let’s not forget that the Distinct digital price signs are interactive) are the keys to conversion.

All of this passive selling power is built into every Distinct digital price sign, and there are a few options to choose from. Screen sizes range from 21.5” to 23”, with a mind-blowing 27” model in the works. The pedestal stands are available in custom colors, as well as the traditional black or white options.

Ease-of-use was a primary design goal, and Distinct kept things simple by developing a proprietary cloud-based content creation and deployment system. Users need only create a slide presentation within the system and click a button to broadcast it to the selected digital price sign. Setup of the physical unit takes less than two minutes out of the box.

Once you’ve seen these digital price signs in action, you’ll see exactly why paper signs are doomed to the recycling bin. Watching customers flock to the screens and engage excitedly with the product videos is all the proof you’ll need. Ready to see it for yourself? Visit Distinct’s website (https://www.marketdistinctly.com) and explore the future of dealership POP displays.