Few companies can match the brand recognition of Volkswagen (UK) Ltd. Yet, in the highly competitive UK car sales market, it’s important to continually reach customers in new ways that both refresh and endorse the Volkswagen brand; which is why Saturn was chosen to provide VTV (Volkswagen TV) – a nationwide multimedia information channel for its 230 retailers.
VTV is broadcast to LCD screens at retailers showing a range of after sales products, car information, adverts, driver safety information and Volkswagen’s financial services offers. And it works. A trial of VTV across seven retailers, over a six month period, showed a four-fold increase in sales of navigation systems compared with other Volkswagen retailers.
Each retailer has a large LCD screen in the service area, with some retailers opting for a second screen in the front-of-house entrance; and a back projector screen on the sales floor. The on-screen content is tailored to each area, with the sales display showing a multi-screen branded layout containing the latest vehicle images and videos together with news about Volkswagen events and local retailer offers.
The success of the Volkswagen (UK) retailer channel is being monitored closely by Volkswagen Germany.
“This is an exciting new medium to support our retailers. In time we hope to increase the number of screens, develop the multimedia content and add new forms of content delivery as the retailers begin to realise the potential of this communications channel.”
Internal Communications Manger, Volkswagen
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