RFID Delivers Personal Service for Atlanta Car Dealer

If a new vehicle with a tag returns for service, that tag is read at a distance of up to 30 feet at the Buckhead location (the read range is twice that in some locations, depending on the grade of the arrival lanes and obstacles), and the plasma screen displays a personalized message, such as "Welcome, Mr. Jones." The software system also stores such data as the salesperson who sold that car, and the technician assigned to service the vehicle. An e-mail message can be sent to that technician, alerting him or her that the customer has arrived. In that way, Cresto says, employees can greet that patron by name and begin servicing more quickly.

When the customer takes a loaner vehicle out of the dealership, it is equipped with an RFID tag as well, linked to that individual. When the customer returns to the dealership with the loaner car, he or she is again welcomed back personally on the screen, and a message can be e-mailed to the cashier to begin preparing paperwork, thereby saving the patron time in the dealership.

Mercedes Benz of Buckhead's porters (who receive vehicles upon entering the dealership for service) suggested another feature of the system, Meeker says. Each vehicle that arrives is given a paper tag—displayed on the windshield—with an ID number printed on it. That tag helps porters identify the proper vehicle when customers pick them up. "They said, Wouldn't it be cool if the screen didn't just say 'Welcome back, Mr. Jones,' but actually listed the tag number?," Meeker says. MyDealerLot was able to add the feature.

Mercedes Benz of Buckhead also plans to install a carwash system that can be integrated into the existing SDC system. Typically, at high-value car dealerships, cars are washed after being serviced. With the carwash RFID system, an interrogator would be installed at the carwash exit, and would capture the tag ID number as each vehicle completes the washing process. That data would then be directed back to MyDealerLot's software, which would send an e-mail or cell-phone message to the cashier, as well as to the customer, indicating the car service was completed, and that he or she may now return to the dealer to pick up the vehicle. This service can be provided not only for customer convenience, Cresto says, but also to reduce the amount of vehicles waiting at the lot for pick-up.