Every dealership in our country has a different mix of brands and products, all at continuously varying levels of inventory. That means powersports stores will probably have to pay a monthly subscription fee for customized in-store programs that change frequently. Shell Oil, Home Depot, Wal-Mart and Harley-Davidson all use their own pre-programmed channels because their stores carry the same brands and product mixes. Most powersports retailers carrying myriad combos of vehicles and aftermarket brands might expect to pay between $350 to $500 a month to change your custom digital signage monthly for new and different products or seasons. But it’s waaaay cheaper than hiring more sales staff.
Is it time to quit playing so much cool TV entertainment in your store and push your in stock brands more? When it comes to a TV screen, it’s not perceived as pushy, personal or aggressive. We’ll let a TV get in our face anytime.
This story originally appeared in the Dealernews February 2010 issue.