Based on the success of in-store trials and dealer-reported sales lifts, manufacturer Toyo Tire Canada Inc. will continue to support and expand its Scala-based retail TV network to its potential dealer base of more than 1,600 sites.
Since the trials began in 2006, Toyo Tires experimented with multiple software providers and finally selected Scala to run its network because of its programming, flexibility and customer service. Most recently, Vancouver-based digital signage provider The Data Works was brought on to manage the network and its content.
Currently, 79 dealers are part of the retail TV network, all of which belong to the O.K. Tire Stores Inc. independent franchise automotive retail chain. Most display content on one or two 40-inch or 32-inch NEC screens. Content is divided between messaging from Toyo Tires and OK Tire, and programming is provided by AutoNetTV, a television network focused on content for car owners.
Dealers pay a monthly fee to belong to the network, which is paid in part by a special co-op program between Toyo Tires and OK Tire. The fee covers the monitoring of the network, as well as producing and adding new content to the playlist. Eventually, individual dealers will be able to work with The Data Works to request store-specific content to play on their screens to promote specific products and services or communicate news to their unique customer base.
“Both Toyo Tires and OK Tire stores have a great opportunity to use digital signage to educate and retain their customers while they are waiting to have their vehicles serviced,” said Richard Hyde, President of The Data Works. “Our goal is to make it easy to keep the network up and running with content that attracts viewers.”
“As a manufacturer, it’s always important for us to offer incentives for our dealers to carry our tires,” said Ron Golab, Advertising and Marketing Coordinator for Toyo Tires. “Digital signage is a great way to reach our customers, and it’s also an almost instantaneous way to update our current messages. We no longer have to worry if our posters are up on the wall in time to advertise the current retail campaign because they are simply programmed to be on the network.”
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About OK Tire
O.K. Tire Stores Inc. was formed in 1953 by a group of independently owned and operated tire store retailers. O.K. Tire Stores Inc. has now grown to over 260 locations across Canada and offers all the benefits of a large franchise operation. Each Store is independently owned and its owner decides what tire brands and automotive services will be offered, including brakes, shocks, alignments, tune-ups, oil changes, exhaust, cooling systems and road service. OK Tire operates 10 regional warehouses across Canada. For more information, please visit www.oktire.com.
About Toyo Tire Canada Inc.
Toyo Tire Canada is the Canadian subsidiary of Toyo Tires. It manufactures and distributes a complete line of replacement tires for high-performance cars, luxury vehicles, light trucks and SUVs as well as tires for commercial trucks, buses and off-road and construction applications. To learn more about Toyo Tire Canada and its premium performance tires, please visit www.toyotires.ca.
About The Data Works Inc.
The Data Works Inc., a Scala Certified Partner, is a Vancouver Island-based systems integrator providing one-stop shopping for digital display networks. It combines advanced LCD products and cutting-edge computer and networking technologies with world-class software to deliver total display solutions for a wide range of applications. For more information, please visit www.thedataworks.ca.
Driving more than 300,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company’s digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany and Japan, as well as more than 450 partners in more than 60 countries. More information is available at www.scala.com.