Auto retail organization, Sytner Group, has launched a dealership in Sheffield for BMW and MINI, complete with an innovative handover experience for customers collecting their new vehicle.
The ambitious and fully networked AV setup, spans two sales floors and internal meeting rooms in an effort to enhance customer engagement and drive sales. Specialists in design and installation of AV solutions and network integration, MCS, was selected for this project and enlisted the expertise of LG as the main display manufacturer.
A fleet of LG displays were installed throughout the showroom, including consultation booths, handover lounges and the service reception. In total, 73 screens were deployed, 51 of which to communicate promotional and informative messages to customers and a further 22 facilitate back of house operation.
MCS created a 17 by 48 NetworkHD AV over IP matrix system, spanning a total of three Cisco SG300 switches to distributed content across multiple displays at once via seamless source switching and real-time synchronisation. MCS also built a bespoke floor plan themed interface to provide dealership control of both audio source and level as well as video distribution for designated model areas, plus an automated timer function to switch the displays on and off each morning and evening.
A host of specification lounges and four private consultation bays each have a ‘floating’ LG 49in LV340CLG display, which have an additional source option available for BMW Virtual Product Presentation (VPP). The PC based software is linked to a sales staff iPad that allows them to build digital car designs via the specific application and easily send to the LG display. The visual and customer-centric approach has led to an increase in sales of add-on products such as premium wheels.
Upon entering the service garage, number plate recognition welcomes the driver with a personalized message across four LG 43in SL5B displays. Interfaced to an RTI XP-6, a sense trigger commands a WyreStorm NetworkHD to switch between PC and BrightSign sources to activate the message.
Buyers at MINI are provided with a handover experience upon purchase of their new vehicle. Customers are taken to a darkened room where staff can choose from a variety of light sequences and instrumental musical accompaniment to compliment different car models and colors. An integrated electric blind rises to reveal the car and with precise lighting, lasers and haze lead, creating a fun and fully immersive experience for the customer. A final message, relayed through BrightSign XD233 4K Media Player, is played across an LG 32in LV340C display which prompts the customer to view their car.
Marc Hatton, managing director for MCS UK said: “BMW/MINI Sheffield was one of the more challenging Auto Retail projects that we have undertaken and we are extremely pleased with the results. We partnered with LG for the deployment of their products, the technical and commercial support we receive and the aesthetics and reliability of their displays. Our shared love of technology and innovation, to utilizing and enhance the customer experience, makes for the perfect partnership.”
