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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
Upon arriving at the car wash, a customer passes though the RFID reader portal, which recognizes that vehicle's tag number, permitting it to drive through the car wash without requiring the owner to provide identification to employees.

Allegra says customers have told him that they like the personalized service and appreciate being greeted personally upon arrival, as well as the faster processing time at the cashier's desk.


George Cresto, MyDealerLot’s founder and CEO
The technology also allows dealerships to combine the efforts of maintenance and sales departments, by enabling sales teams to learn of a customer's arrival at the service area. They can then greet that individual, discuss his car with him and potentially make another sale.

Based on the pilot's success, the installation at the Fields Winter Park BMW dealership is now permanent, with approximately 5,000 tags in use on cars. Nine additional lots are expected to install a similar system, in order to track vehicles at maintenance and car washes.

Altogether, Fields Automotive Group has 32 dealerships, some of which are operated on a franchise basis, in Florida, Illinois, Wisconsin, North Carolina and British Columbia, Canada. Fields could opt to expand the system to all of the lots that the firm or its franchisees operate, based on the system's success at the 10 sites utilizing the technology.

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