Following 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 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.
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.
