Client: Ford of Columbia and Hyundai of Columbia, Tennessee
The Challenge
Today’s car buyers expect a seamless journey, from researching vehicles online to getting behind the wheel for a test drive. Shoppers often arrive at the dealership informed, yet they still want to physically experience the car and build rapport for future maintenance and support.
Ford of Columbia and Hyundai of Columbia, Tennessee wanted to bridge the gap between online research and the in-store experience. Their goal: create a unified, customer-first journey using innovative video technology and branded promotional items.
The Solution
When customers enter the Ford of Columbia showroom, they’re greeted by more than just shiny new cars. Large video displays cover the walls, showcasing:
- Creative self-produced videos highlighting vehicles and dealer services
- Virtual tours of the cars and inventory
- Portraits of staff highlighting their years of experience
Every sales bay includes a video screen for personalized demonstrations. Two massive video walls entertain and educate customers in the service lounge, while additional displays in the service consulting area spotlight staff member expertise and current offers.
Patrick Robertson, Assistant General Manager at Ford of Columbia, explained:
“During my tour of RJ Young’s facilities in Nashville, they showed me a product that let us control content across our entire campus. We now have approximately 25 75-inch displays in our retail space, along with several 85- and even 96-inch screens.”
Beyond digital displays, promotional items and print materials enhance the buying experience. For example, Robertson sought a top-notch pen that reflected the dealership’s quality and prestige.
“RJ Young provided us with a carbon fiber pen for contract signings. It feels substantial, comes in a branded case, and perfectly represents our dealership values.”
To further improve customer engagement, the dealership outfitted training rooms with interactive displays. Trainers can present videos, annotate content live, and outline strategies that build a customer-first experience.
The Results
What began as a simple printer service request in 2022 has evolved into a full-scale partnership:
- AV solutions that convert online searches into showroom visits and loyal customers
- Digital whiteboards for interactive sales training
- Nearly 150 print devices deployed across the dealership
- Custom promotional materials reinforcing the brand
This customer-centric approach reflects the digital-first habits of today’s buyers while maintaining the personal touch that defines a customer-centered dealership experience.
“Ford and Hyundai of Columbia have been innovators with us for years,” said Destin Echols, technology solutions architect at RJ Young. “They challenged us with creating a video wall spanning the service consult area. We worked closely with our partners at ViewSonic to design and install one of their first custom-sized video walls that perfectly matched the dealer’s vision for an engaging space. The results look incredible!”
Ford of Columbia and Hyundai of Columbia, Tennessee, are both part of the Barnes Crossing Auto Group. Founded in 2010, the organization has 15 dealerships in six states.
About RJ Young
With a strong footprint across the Southeast, RJ Young is a leader in technology solutions that power business. For nearly 70 years, we’ve helped organizations, including car dealerships, transition into vibrant retail experiences. Our solutions include:
- AV equipment, professional installation and consultations
- Office equipment, including multi-function printers
- Document management
- Security cameras and access control
- Print efficiency management
We’re proud to employ more than 700 team members in nine states. In everything we do, we remain anchored to our core values of supporting people, customers, and communities.