Scala Drives Sales at Russian Car Dealership

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Dismart, Scala's first certified partner in Russia, develops a multichannel digital signage network for Chekhov Auto to educate customers, generate inquiries and increase sales conversion rates

Chekhov Auto knew that a percentage of prospective customers chose to browse but not to buy, with some engaging with the sales and service teams, and others not. Conversely, customers waiting to have other brands of cars serviced may not have been aware of the features, benefits and pricing options available for new and nearly new cars sold at the dealership

Scala, the leading provider of end-to-end connected signage software, today announced that Dismart, its first certified partner in Russia, has completed a new multichannel, multi-screen Scala deployment for Chekhov Auto car dealerships located around Moscow.

Chekhov Auto appointed Dismart to create their digital signage network after they recognized a need to engage, educate and enthuse customers, convert browsers into buyers, and up-sell services and accessories once a purchase decision has been made.

The eight-screen, two-channel network is powered by Scala Content Manager and provides Chekhov Auto with the ability to show advertising and marketing content from GM, Chevrolet, Kia and Hyundai brands, plus news, weather and travel updates. The network also provides the dealership with the ability to design its own branded and promotional content, as well as a mechanism to inform customers in the service area how long their wait is likely to be and when the vehicle is ready to collect, all within a Scala-controlled environment.

The network is a sales and marketing tool that is managed, funded and championed by Chekhov Auto's commercial department. It has been deployed as part of a packaged solution that uses static signage, product sheets and other retail channels to promote particular models, service products, special discounts and accessories.

"Chekhov Auto knew that a percentage of prospective customers chose to browse but not to buy, with some engaging with the sales and service teams, and others not. Conversely, customers waiting to have other brands of cars serviced may not have been aware of the features, benefits and pricing options available for new and nearly new cars sold at the dealership," said Arthur Rubanovich, Director, Dismart Russia. "Clearly, there was a need to examine how best to reach 100 percent of prospective customers in a meaningful and engaging way and increase conversion rates."

Two channels of content were developed to reflect the mindset of the customer depending on what they were in the dealership to do:

1. The Showroom Channel provides key brand and product information to customers in the showroom, adjacent to the cars, to help them refine buying decisions. This channel includes the repurposing of branded TV commercials and other marketing information from manufacturers and Chekhov Auto. Chekhov uses the animated environment to help customers understand the benefits of different types of vehicles (e.g., urban, 4x4 or station wagon) and to promote what the car is best designed to do.

2. The Service Channel provides a wide range of Chekhov Auto content to customers while they wait in the service area. The channel recognizes that some customers may also have older cars (perhaps some of which are at the end of their life), and this channel takes an opportunity to provide information on new car prices, warranty and service packages, insurance information and other information that is both helpful and relevant to the driver.

The format of the Service channel is different to the Showroom Channel because of customer waiting time. With car services typically lasting between 30 minutes and one hour, a longer broadcast is required. Due to extended waiting time, educational, informational or promotional items can be longer. In the showroom, channel content can only range from 10 to 20 seconds, and content in the waiting room may be up to 40 seconds long.

Chekhov Auto also decided to develop a "live update service" within the Scala environment. On a screen in the waiting room, the service displays estimated waiting times and notifies customers when their vehicle is ready to be collected. The benefits of deploying such a system include: keeping customers informed of timescales, which in turn manages customer expectations; providing a "reason to watch" the screen; and freeing up service team time.

"Immediately after the installation of the network, we noticed that our customers took interest in the information presented on our screens, which in turn promoted conversations between customers and our sales teams, meeting one of the key objectives of the network," said Ninenko Vasily, Marketing Manager for Chekhov Auto. "I am pleased to say we have seen immediate advantages in deploying this communications medium.

"Auto dealers the world over are turning to digital signage because it allows them to animate their products, to show them in the right context, to help customers understand the features and benefits of each variant, and to link these to appropriate extras and accessories, plus service and financial programs," said Oscar Elizaga, Vice President of Operations, Scala EMEA. "Dynamic Digital Signage Networks such as Chekhov Auto's enable customers to make informed choices and increase the likelihood that conversion rates will be enhanced.

About Dismart

The Dismart Company, founded in 2004, specializes in delivering digital signage solutions to companies and public institutions. Using the very latest achievements in display and networking technology, Dismart offers full service to clients. We work out and install the software, provide technical support, train personnel to work with software more efficiently to get the most investment return, and design and install the content. Dismart cooperates with various software and hardware manufacturers in the field of digital display to ensure we deliver the best fit for our clients. Our clients include MICHELIN Russia, Russian News and Information Agency Novosti, air company KD Avia, IMTV Company (Ramstor retail network and BP filling stations), Samohval retail network, Mobil-TV (wireless advertising and information system in the surface transport facilities in Moscow region), The Gallery Company (Mega, Europark trade centre) and many others.

About Digital Signage

Digital signage solutions are used in retail, education, entertainment, government and other industries for diverse applications such as retail advertising networks, corporate communications (employee TV), traditional and digital billboards, digital menu boards, digital posters, cable TV, hotel lobby signage, gas pump toppers, outdoor advertising, interactive kiosks and more.

About Scala Inc.

Driving more than 200,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world's first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company's digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, Netherlands, France, Norway and Japan, as well as more than 450 partners in more than 60 countries. More information is available at http://www.scala.com.

©2009 Scala, Inc. 350 Eagleview Blvd. Exton, PA 19341. Scala, InfoChannel, and the Exclamation Point Logo

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Lorena Crowley
Schubert Communications
(610) 269-2100
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Arthur Rubanovich
Dismart
+7 (903) 969-3819
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