Case Studies, Clients, Displays

How Toyota is using the ASUS Chromebox to power signage in its showrooms

Toyota

Having experimented with the introduction of digital signage into its showrooms back in 2014, Toyota has become increasingly drawn to the potential marketing and user experience benefits that signage can provide.

However, up until 2016, Toyota was using a system that was difficult to update in an efficient way, and that was going to become unworkable as the company required displays in thousands of showrooms across Europe.

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“We turned to Chrome in late 2015 and replaced our existing digital signage with ASUS Chromeboxes connected to 42-inch flatscreen TVs,” explained Steven Simons, IT Manager for Customer Retail and Product Systems at Toyota Motor, Europe. “We manage and program all of the devices centrally from Toyota headquarters. Retailers just install the Chromeboxes and TVs, and they’re up and running. That way, retailers can focus on their customers rather than on technology.”

Chromebox digital signage Toyota
More than 100,000 people each month now interact with Toyota’s showroom signage.

And it’s no surprise that Toyota was keen to invest on the improvement of its showrooms, as research conducted by the company found that most people purchase a car after visiting just a single showroom. Now, each showroom has its own signage that, although controlled centrally via the cloud, can also be optimised to focus on specific ranges that a showroom might specialise in (such as hybrids).

10,000 Chromeboxes

“Salespeople use the screens to show customers in-depth information about Toyota vehicles,” says Simons. “Thanks to Chrome, salespeople can easily answer customers’ technical questions about things like a car’s Bluetooth capabilities, leading to a smoother sales process. The signs also feature a car configurator, which allows customers to explore and personalize their vehicles. Consumers typically come in with plenty of online research in hand, and they can pick right back up with these configurations in store on our digital signage.”

More than 100,000 people each month now interact with Toyota’s showroom signage, and Toyota plans to roll the Chrome-powered displays out to 10,000 showrooms across Europe.

“The Chrome-based digital signage is more reliable and easier to deploy than the previous solution, reducing time spent on maintenance, management and troubleshooting. It also saves us on hardware and deployment costs.”

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