Best Other Deployment - Digital Signage 

Project: iShowroom
Client: Chrysler Group, LLC
Submitted by: Wireless Ronin Technologies

Video demonstration: (Video Unavailable)

Brief overview of the project/technology:
Chrysler Group LLC launched iShowroom in 2009 as part of the revitalization of the corporation and its dealer group. Coming out of the recent recession and bankruptcy, Chrysler needed to differentiate its sales process, improve sales training and better address the needs of today’s sophisticated automotive shopper. iShowroom is a sophisticated data-driven sales support system that matches buyer preferences to vehicle features allowing the customer to create a “wish list” and view matching vehicles in dealer inventory. All content is managed by Chrysler utilizing the RoninCast CMS. In 2010 Chrysler expanded its iShowroom digital signage and web-based program into a new branded showroom initiative. In the first quarter of 2010, Chrysler was looking to introduce more distinction for its Chrysler, Dodge, Jeep and Ram brands at all of it dealerships. The Chrysler Group Retail Brand Experience, which included a brand tower solution, was conceived, but it required an electronic means of delivering up-to-date product information in an engaging and visually stimulating way. The Chrysler Group Retail Brand Experience provides dealers with top quality showroom displays and fixtures that organize the showroom into distinctive brand salons. Each salon has a brand-specific touch screen implementation of iShowroom configured and maintained by Chrysler through the RoninCast® content management system to present valuable product presentations and location-based dealer inventory information.

Objectives of the deployment or the technology:
Apart from creating better brand distinction within specific areas of the dealership, these brand towers needed to support and advance the sales process at a key time in the sales cycle. Today’s customers are arriving at the dealership armed with a greater amount of knowledge and competitive product information and the sales staff at the dealership needs immediate access to more and more information on their products as well as the competitors. Each tower is uniquely styled to reflect the brand in that area of the showroom and the content needed to be specific to that brand as well.

Results achieved:
The program is already showing significant results. Early dealer feedback is positive and the sales staff at each installed location are making the branded salon towers part of their sales process. Usage of the iShowroom system is seeing on average over 10,000 clicks per day. Chrysler now has an up-to-date source for product and competitive information right on the showroom floor with no need to reference manuals or desktops for current information. Working with the customer, the sales staff can walk through the features of a vehicle, add these features to a wish list and find actual inventory matches in real time. And if the salesperson needs to retrieve a vehicle from the lot (based on a specific VIN or stock number selection made), the customer can continue to view photos and video content on that vehicle, reducing perceived wait times for the customer.

Size and geographic location(s) of the deployment:
Phase one and two releases, 100 dealers with each phase, and 4 brand towers at each dealership, were installed in major metro dealers across the U.S. WRT can’t speak to specific metrics and usage, suffice to say the kiosk, brand tower, activity is quickly catching up to the web usage and the web program was in place approximately six months ahead of the kiosk program.

Selected judges comments:

  • Very very nice execution. I am especially fond of the portability of the solution - able to move it around - very key to put near products being promoted.
  • An excellent example of using dynamic media to increase the productivity of sales personnel, while also speaking the language of customers. Taking the "showroom" off site through the system, providing up-sell opportunities and assuring that available inventory is the focus of selling are valuable benefits.
  • Looks great; very smart targeting both sales staff and end consumers. Good extensions and personalizations.

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