Toyota dealers enter the digital era accompanied by Panasonic

In about 2.100 showrooms of 28 European countries are settling more than 4.000 Panasonic LFE displays to offer customers a more immersive and personalized shopping experience.

The car buying process has changed in the last ten years. clients, thanks to the internet, They are more informed and when they approach a dealer they already know almost all the information and, often, they just want to get the final details from an expert before making the decision.

This is an aspect that has always been taken into account at Toyota., however, as Kirsten Raman explains, network development manager of the firm in Europe, “we had the feeling that we needed to renew the physical commercial environment to enter the digital era that surrounds our clients. If we want to develop and offer more immersive commercial experiences to our customers and accompany them through the entire purchasing process, we must address, on the whole, physical attributes, human and digital of our showrooms”.

To create this experience, Toyota integrated different digital aspects. First of all, digital product specification media has been placed next to the most striking elements, which are usually the newly launched models. These supports allow customers to move around the showroom at their own pace..

In second place, Salespeople have a specific application on their tablet that allows them to configure with the client the car that best suits their wishes and view videos about technology and different products.. The application has been configured so that, when appropriate for customer interaction, The content of the tablet can be played on one of the elevated screens distributed throughout the showroom.

“These screens, along with the application that sellers have on their tablets, They are the main elements of our digital concept. If sellers don't use screens, These are used for digital signage purposes., with streamed video content from centrally configured playlists across the brand’s product ranges and services.”, Raman clarifies..

A European deployment in two phases

For these screens, Toyota has opted for screens 32, 42, 43 y 65 inch LFE series Panasonic for its high brightness and resolution, that allow you to display sharp images.

“This manufacturer has the logistical knowledge and adequate local staff to meet commitments on schedule.. In large scale projects like these, The advantage is obvious because we are talking about 2.100 showrooms in 28 countries throughout Europe. The service component was vital for us, as it allowed us to be sure that the deployment would be completed on time and without any problems”, Kirsten comments..

Deployment in Europe began in 2015 and is expected to be completed in 2017 in markets such as Italy and France, but also in others like Kazakhstan and Israel. This is a facility that is being developed in two phases.. The first, in which they were deployed 2.200 Panasonic screens, started in 2014 and was completed at the end of 2015. The rest of the screens are in the deployment phase and are scheduled to be completed next year.

“The main reason for the launch in two phases was the presentation of the new Toyota Aygo. This is a car that offers a lot of customization opportunities. For this reason, the network had to be ready for presentation in a digital and immersive way. “We wanted to launch the new showroom concept simultaneously throughout Europe”, indica Kirsten Raman.

digital concept

With the deployment of these new screens, This firm's showroom concept is ready for the digital age and Toyota can accompany its customers on a journey when they are in the showroom.. This initiative increases interaction with customers, since these have the feeling of creating their own personalized car.

Once the model is selected, The seller can send the app content from his tablet to the screens and customize the car together with the customer to configure the color, interior upholstery and desired accessories, and inform you about it.

“Panasonic screens stand out because they offer a clear image of the color of the car. Compared to the brochure, The selected model with the preferred color is displayed in high quality on a large screen, ensuring a much more compelling customer experience. We want to give the customer a true image of what their car will look like when it is delivered.. We no longer need to use classic paper brochures to inform customers, but we can offer them a tool in line with modern times. Besides, the client participates more in the process, since you feel like you are buying a car that has been created based on your specifications”, Raman continues..