Groupe Touchette trialing digital info units at Nissan/Infiniti dealerships

MONTREAL — Tire wholesaler Groupe Touchette Inc. is seeking to promote tire sales at nine Nissan/Infiniti dealerships across Canada through the use of digital signage stands designed by iGotcha Media, a digital interactive studio.

The "eye-catching" digital signage solutions provide "immersive experiences and exceptionally compelling advertising platforms," the Montreal-based company said.

The units in the Nissan/Infiniti dealerships help promote the car maker's "Tire Advantage" program through a four-seasons campaign, explaining how the right tires enhance the driving experience and provide inspirational, advisory (tips on inflation, rotation and alignment) and promotional information.

"As the Canadian leader in tire distribution, we enjoy excellent relationships with automobile manufacturers and dealer networks, including Nissan/Infiniti," Yasmine Sardouk, Touchette's national marketing manager, said.

"For us, the integration of iGotcha Media digital signage solutions represents an unprecedented opportunity to communicate with automobile owners. It gives us a direct channel to inform motorists about our portfolio of products and related issues, such as safety.

Nissan/Infiniti's Tire Advantage program benefits dealers by supporting sales and stimulating a secondary revenue stream, Touchette said.

Greg Adelstein, president of iGotcha Media, said the challenge for his company was to develop a "unique point-of-purchase (POP) digital display that showcases select products and helps convert passers-by into purchasers. Our research tells us that nearly 75 percent of consumers prefer digital signage to traditional static signage and that 70 percent of purchasing decisions are made at the POP."

Touchette is providing two types of signage — wall-mounted or floor stands.

The wall stands comprise three 55-inch monitors mounted above three tire-holder display cases. Wall stands run dynamic video content, including a welcome message personalized for each dealer, information on the Tire Advantage program and content specific to tire manufacturers including: Bridgestone, Continental, Goodyear, Michelin, Pirelli and Yokohama.

Wall stands currently are running at Ajax Nissan and Oakville Infiniti in Ontario, Rallye Motors Nissan in New Brunswick and Spinelli Infiniti in Quebec.

The floor stands integrate three 32-inch monitors with display cases that position tires on top of the monitors while running dynamic content that simulates three different types of terrain. Floor stands are in place at Country Hills Nissan and Hyatt Infiniti in Alberta, H Grégoire Chomedey Nissan and Spinelli Nissan in Quebec, and Kelowna Nissan in British Columbia.

Groupe Touchette serves customers across Canada with a workforce of nearly 750 spread among 35 distribution centers, with a combined storage capacity of 1.7 million square feet. The Montreal-based company expanded its scope late in 2018 with the acquisition of Atlas Tire Wholesale Inc. of Vaughn, Ontario.

Based in Montreal since 2005, iGotcha Media specializes in delivering digital signage networks, video walls, kiosks and content for mass retail, banking, transportation, automotive and hotel industries.