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10 Fields Automotive Dealerships to Adopt RFID

The MyDealerLot solution, using passive UHF radio frequency identification technology, enables the dealerships' maintenance and sales staff to greet customers personally, and provide more efficient service.
By Claire Swedberg
Oct 21, 2011Following the success of an RFID pilot undertaken at Fields BMW Winter Park, a car dealership located near Orlando, Fla., Fields Automotive Group is installing the RFID-based solution, provided by MyDealerLot, at all of its 10 Chicago and Southeast U.S. dealerships. The expansion plans follow the conclusion of the Winter Park pilot, during which the technology successfully improved efficiency and customer service by enabling staff members to identify every car arriving at the lot for service or washing, as well as loaner vehicles being returned to the dealership.

MyDealerLot's Automated Customer Recognition & Messaging System includes Alien Technology's Squiggle passive EPC Gen 2 RFID tags and ALR-9900+ readers, as well as a plasma screen to display information regarding customers who have arrived or are scheduled for service, and software to manage that data.

At the entrance to Fields BMW Winter Park's service area, a pair of RFID reader antennas identify a car's owner's upon arrival.

The solution was initially tested at the lot as a way to improve customer service, says Joe Allegra, Fields BMW Winter Park's service manager. The BMW dealership, he says, strives to provide high-quality customer service, to make those who drive its cars feel welcome and recognized upon arrival. To encourage customers to return to the lot, the dealership offers unlimited car washes at no cost to the driver, as well as maintenance services. Typically, the facility serves 100 to 125 vehicles daily.

To make the process more efficient, and to ensure that customers are immediately recognized, the dealership began working with MyDealerLot to pilot the use of radio frequency identification. The firm installed two MyDealerLot RFID reader portals, one at the service area entrance, and another at the entrance to the car wash.

MyDealerLot also provided a large screen that lists the names of individuals entering the lot, which can be viewed by employees to make sure they can greet those visitors by name, and serve them as soon as they enter.

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