Groupe Touchette, one of the largest Canadian-owned distributors of automobile tires, has installed iGotcha Media point-of-purchase (POP) digital signage stands at nine Nissan/Infiniti dealerships across Canada to promote sales.
Conceived by iGotcha Media, the theme of the Groupe Touchette campaign is the four driving seasons and how the right tires can enhance the experience. The content is inspirational, advisory (tips on inflation, rotation, and alignment), and promotional. The digital interactive studios integrate hardware (monitors, PCs, custom-made mounts and stands) and proprietary content management software that allows clients to manage content quickly and easily from any location.
“Our research tells us that nearly 75 per cent of consumers prefer digital signage to traditional static signage and that 70 per cent of purchasing decisions are made at the POP,” says Greg Adelstein, president of iGotcha Media. “For these reasons, we believe that implementing digital signage solutions within Nissan/Infiniti dealerships is a win-win situation.”
According to Adelstein, the challenge was to develop a unique POP digital display that showcases select products and helps convert passers-by into purchasers.
The wall stands comprise three 1.4-m (55-in.) 4K monitors, configured in portrait mode, above three tire holder display cases. Wall stands run dynamic video content, including a welcome message personalized for each dealer, information on Nissan/Infiniti’s ‘Tire Advantage’ program, and content specific to various tire manufacturers. Wall stands are currently running at Ajax Nissan and Oakville Infiniti in Ontario, Rallye Motors Nissan in New Brunswick, and Spinelli Infiniti in Quebec.
Groupe Touchette’s floor stands integrate three 0.8-m (32-in.) monitors with display cases that position tires on top of the monitors while running dynamic content that simulates three different types of terrain. Floor stands are currently operating at Country Hills Nissan and Hyatt Infiniti in Alberta, H Grégoire Chomedey Nissan and Spinelli Nissan in Quebec, and Kelowna Nissan in British Columbia.
“As the Canadian leader in tire distribution, we enjoy excellent relationships with automobile manufacturers and dealer networks, including Nissan/Infiniti,” says Yasmine Sardouk, national marketing manager, Groupe Touchette. “For us, the integration of iGotcha Media digital signage solutions represents an unprecedented opportunity to communicate with automobile owners. It gives us a direct channel to inform motorists about our portfolio of products and related issues, such as safety through the use of eye-catching, fun, and dynamic displays.”