Fletcher Jones Mercedes: An Eye-Catching Idea
The newest game in Las Vegas isn’t on The Strip, it’s at the new, $30 million Fletcher Jones Mercedes Benz dealership out West Sahara Avenue. The game is guessing what sales, service, finance, or client centered message will appear on the various screens that have been installed in this “Bellagio of all dealerships.”
Ever the innovators, the Fletcher Jones team has outdone itself in designing this facility, with amenities that include a complimentary Starbucks coffee bar, an elegant boutique, and a full-time manicurist.
“The displays add a lot to our store,” says General Manager Bernie Schiappa. “They help clients know where things are, what services we offer. It’s a dealership newsletter on TVs.” The sleek screens integrate well with the understated mahogany walls and stone flooring imported from Italy. The visual messaging system has six locations around Jones’ 205,000 sq. ft. facility, although many more can be installed on-site, or even networked among his various nameplate facilities around town. “Everything we did here we did for a reason,” says Sales Manager Steve Kaplan. “We get pitched on many things, but the best ideas come to light.”
The cream that rose to the top for the Jones team was AxisTV digital signage software, installed by Kelley Communications of Las Vegas. Far more sophisticated than a simple character generator, AxisTV permits different messages (with original or “built-in” backgrounds) to be created for each screen. Messages can be “instructed” to stay still, crawl, or scroll horizontally or vertically. Each can be changed on a moment’s notice, or scheduled to appear and disappear at specified times.
“Customers love seeing their name up in lights,” says Sales Assistant Rene Zemp, who presents vehicles to clients in the spacious designated delivery bay. “I take a picture of the car, then put it up on the screen, and create a personal ‘Welcome and Congratulations’ message. It’s a lot of fun.” Zemp is the AxisTV “news editor” at Fletcher Jones, and she operates the whole system from her personal computer behind the corporate-style reception desk. “I only had a little training, but it’s so easy to use I haven’t had any trouble at all. I like playing with it, and trying out all the capabilities.”
Zemp’s attractive photo of the boutique’s display of luxury items was currently on-screen in the main showroom, with a genteel invitation to browse the shop. Adds Schiappa, “It makes people feel good. We have more plans for the system. We’re just getting started with it.”