BMW Motorcycles of North County in Escondido, Calif., has partnered with San Diego-based technology company 42Media to launch BMW Motorcycles of North County's first-ever digital sign network.
This technology combines BMW product videos with information about the bikes and other products in the film to improve customer communications, marketing and sales efforts and influence purchasing decisions. The content also includes information about the dealership's recreational rides and charitable activities, shown on flat-screen TVs mounted in heavily trafficked areas of the dealership.
"Instead of only brochures we wanted something that would appeal to our customers on a more sophisticated level, right when they walked in the door," says Bob Soracco, owner of BMW Motorcycles North County. "So far, our customers have been very pleased with our digital signage displays and messages. They say the technology is hip, cool and informative. It has also become a valuable way for us to educate and inform our customers about important issues and causes."
"Businesses today are looking for effective ways to reach out to their customers and communicate well-timed messages that reinforce buying decisions," says Wesley Mashburn, president of 42Media, which installed and maintains the digital signage network and manages the content.
He cites research showing that about 66 percent of all purchase decisions are made in the store, and 53 percent of those in-store purchases are made on impulse. (Source: Reaching Consumers with In-Store Signage, Barbara Pellow, POP Strategies, July 2007).
Another study indicates businesses that reach their target customers through digital signs have yielded an average 30 percent increase in revenue as a result. (Source: The Power of Digital Signage, John McKeon, Pro AV Magazine, June 2005).
The dealer uses digital displays to highlight its partnership with local law enforcement, since it services motorcycles for the California Highway Patrol and San Diego Police Department, and calls attention to its safety gear and charity involvement.
Every year, the dealer takes part in the SoCal BMW Dealer Charity Ride, which last year raised more than $3,000 for the Pediatric Brain Tumor Foundation.
"Most of our customers passing by are not aware that we raised thousands of dollars to help fight brain cancer or that our clothing line will likely save your life if you crash," says Soracco. "We are counting on digital signage to communicate these important messages to our customers, every day."