The world changed in ways no one could have predicted in early 2020. Businesses had to rethink not only how they operated but how they communicated—especially in industries built on face-to-face interactions, like automotive retail. Now, a few years later, the dust has settled, but the customer expectations that shifted during the pandemic are here to stay.
And if you run a dealership, there’s one technology that quietly went from “nice-to-have” to “absolutely essential” almost overnight: Digital Signage.
In my own experience working with dealerships, I’ve seen the transformation firsthand. One store manager I know went from paper flyers taped to the service counter to a sleek dealership digital signage network practically overnight—and he swears it’s one of the best investments he’s made post-pandemic. Not only did it improve communication with customers, but it also gave his team an easy, centralized way to control messaging across the entire store.
Let’s break down why digital signage has become so critical in the post-pandemic dealership landscape.
1. Customer Expectations Have Permanently Changed
Before 2020, customers were used to more casual, informal communication in dealerships. A poster here, a quick announcement there. But the pandemic raised the bar. Suddenly, clear, visible, and timely updates weren’t just appreciated—they were expected.
Digital signage meets that need perfectly. It allows dealerships to deliver up-to-the-minute information about:
- Safety procedures and service protocols
- Wait times and appointment reminders
- New promotions and inventory highlights
- Community announcements and events
Instead of scrambling to reprint materials or send mass emails, you can update every screen in seconds.
I remember visiting a dealership during the early reopening phase where they used a large screen in the service lounge to display estimated wait times. The effect was immediate—customers stopped interrupting staff to ask “How much longer?” because the information was already there. The service advisors were happier, and customers were calmer.
2. Safety and Contactless Communication Are Still a Priority
While masks and distancing mandates may have faded, the preference for minimal contact and clear communication hasn’t. Digital signage bridges that gap beautifully.
For example:
- Touchless check-ins can be guided by a welcome screen in the service area.
- Safety messages can be displayed without relying on printed handouts.
- Service updates can be shared visually, so customers don’t have to huddle around a counter.
Even subtle things—like showing customers where to stand or how to navigate the service lane—can make them feel more at ease.
3. It’s a Revenue and Upsell Opportunity
This might be my favorite part, because I’ve seen dealerships underestimate it over and over. Digital signage isn’t just about information—it’s about influence.
Post-pandemic customers are spending less idle time browsing the showroom. They might head straight to service and leave without walking past the latest model. But with digital signage, you can bring that showroom experience to them.
Imagine a service customer waiting for an oil change while a display shows:
- A video of the newest model release
- A quick promo on seasonal tire packages
- An offer for a detailing service at a discounted rate
These aren’t hard-sell tactics—they’re friendly nudges that spark curiosity. One dealer I work with added a short looping video on their service lounge screens promoting accessories. Within two weeks, sales of all-weather mats jumped 18%.
And if your dealership also offers a car dealership shuttle service, you can use those same displays to let customers know shuttle departure times, pickup points, or even local coffee shop promos for people waiting in the area. It’s practical and promotional at the same time.
4. It Builds Trust and Professionalism
The dealership environment can sometimes feel overwhelming to customers. Multiple staff members, paperwork, phone calls, and that ever-present hum of activity—it’s easy for messages to get lost.
Digital signage acts as a steady, reliable voice in the middle of the chaos. It says:
- “We’re organized.”
- “We care about keeping you informed.”
- “We invest in technology to serve you better.”
That perception matters. Customers notice when a business is polished and proactive—and they associate it with professionalism.
A small-town dealer once told me that after installing a large display in their showroom, customers started commenting on how “high-tech” the store felt. The only change? The screen was running inventory videos and customer testimonials instead of a silent TV news channel.
5. It’s Easier Than Ever to Manage
If you’re picturing a complicated IT project, let’s clear that up—modern digital signage systems are surprisingly easy to control.
From a central dashboard, your marketing manager (or even your service lead) can:
- Schedule content in advance
- Push emergency updates instantly
- Tailor messages to specific departments (sales, service, parts)
With platforms like VenueVision’s, you don’t need a tech wizard to keep things running. And since content is digital, there’s no more waste from outdated posters or costly reprints.
6. Post-Pandemic Marketing Demands Agility
The last few years taught us one big lesson: things change fast. Whether it’s shifting interest rates, supply chain delays, or sudden community events, dealerships need to pivot messaging in real time.
With digital signage, you can:
- Promote new arrivals the day they hit the lot
- Update financing offers instantly
- Announce community sponsorships or local events right away
During the pandemic, some dealers used their signage to share uplifting local stories or health updates. That kind of agility—and human connection—is still relevant today.
7. It Enhances the Entire Customer Journey
From the moment a customer steps into the parking lot to the time they drive away, digital signage can guide, inform, and engage them:
In the showroom: Highlight promotions, customer reviews, and videos of new models.
In service: Show wait times, explain maintenance packages, and promote add-ons.
In parts: Feature seasonal specials, accessories, and installation tips.
For example, you could promote your financing programs alongside automotive payment solutions right on the service lounge screens, so customers can learn about their options while waiting—no awkward sales pitch required.
When done well, it feels seamless—like the dealership is anticipating the customer’s needs at every stage.
Looking Ahead: The Future of Dealership Communication
If the pandemic was the push, the future will be the proof. Customers now expect the same kind of seamless, real-time communication in a dealership that they get from their favorite online retailers.
That means dealerships who embrace digital signage aren’t just catching up—they’re getting ahead. It’s a long-term investment that blends customer service, marketing, and operational efficiency in one neat package.
The Bottom Line
Digital signage has gone from being an optional marketing tool to an operational necessity for dealerships in the post-pandemic world. It meets today’s customer expectations for clarity, safety, and professionalism while opening up new opportunities for revenue and brand building.
Whether it’s calming anxious customers in the service lounge, highlighting the latest promotions, or delivering instant updates without the waste of print, the benefits are too significant to ignore.
At VenueVision, we’ve seen firsthand how dealerships transform their customer experience with a smart digital signage strategy. Our platform makes it easy to manage content, target messages, and keep your communications fresh—no tech degree required.
In a business where every customer interaction matters, digital signage isn’t just a screen—it’s your silent salesperson, brand ambassador, and operations assistant all rolled into one. And in this new era of automotive retail, that’s exactly the kind of teammate your dealership needs.