Case Study: Toyota

“Toyota FM”: Unique music mix for dealerships across the UK

Toyota GB includes 105 automotive centers across England, Scotland, Wales and Northern Ireland.

CHALLENGES

• Differentiate Toyota’s automotive centers in the competitive, sophisticated automotive market; increase perception of centers as forward-thinking and different
• Enhance the customer experience consistently across the center network; engage and involve customers at the critical stage of purchase
• Position brand through consistent consumer messaging
• Increase consumer and staff comfort through positive association between brands, products, environment, experience and music - increase consumer browsing time
• Promote consistent consumer offers for sales and after-sale services and products
• Eliminate conflicting messages, e.g., competing automotive ads on the radio or inappropriate music mix
• Increase sale of premium models; customers more likely to select premium models on basis of more information and more time during purchase process

SOLUTIONS

YCD Multimedia’s digital music solution substantially increased Toyota GB’s customer and employee experience.

• Design an imaginative, cost-effective digital audio solution across all centers
• Invent “Toyota FM,” Toyota’s music station, powered by YCD|Platform and YCD|Player. Music alternates with clear Toyota messaging - a combination proven to influence the buying decision
• Reinforce current TV and print media with onsite audio content
• Build a basic playlist of over 1,000 licensed tracks updated quarterly to reflect new and seasonal music choices
• Offer remote programming with content targeted by location, calendar and day part to reflect customer traffic, regional preferences and demographics. Easy-to-use interface makes updating and changing quick and simple.
• Integrate content delivery with Toyota’s existing VPN for seamless delivery.
• Connect Toyota FM automatically to centers’ individual opening hours: time and date sensitive so it’s always on at the right time, always appropriate.
• Support operations 24/7

SUCCESS

• Toyota FM installed in all 105 locations
• Improved customer and employee satisfaction across all locations
• Strengthened brand identification
• Increase in awareness of premium features and post-purchase service plans

View Media Sample