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The Mercedes-Benz car dealership in Atlanta now uses an RFID system to provide customers with personalized services. Since the installation of the system in October 2008, the dealer’s vehicle service process has been greatly accelerated, and sales performance has also improved, because personalized services have prompted some regular customers to buy new cars, according to Mercedes Benz’s parking service director Geoff Meeker.
The system provided by MyDealerLot includes RFID tags and readers, and several plasma screens that display personalized information to customers. MyDealerLot provides a real-time positioning system for car dealers, enabling them to accurately locate vehicles in the parking lot. However, the basic equipment required for this system is costly for many dealers, said George Cresto, CEO of MyDealerLot.
Cresto participated in the 2008 National Automobile Dealers Association meeting and realized that dealers are really interested in a system that can provide personalized services to consumers of luxury cars and trucks. Based on the suggestions of several Mercedes-Benz dealers, MyDealerLot developed the Service Drive Concierge (CDS) system, which is now adopted by several Mercedes-Benz dealers in the Atlanta area.
MyDealerLot provides accurate real-time positioning system for car dealers
So far, Mercedes-Benz dealers have affixed 915 MH passive labels that meet the ISO 18000-6C standard on the rear view mirrors of 1,500 cars, including new, unsold, and serviced cars. The company provides an RFID tag for each customer. The ID code of the tag corresponds to the vehicle’s identification number (VIN) and the customer’s name in the MyDealerLot software system.
The antenna is installed in front of the three service lanes. A reader reads the ID codes of all tags on these three tracks. The system includes a computer provided by MyDealerLot, which corresponds the ID of the tag to the customer’s name, and two plasma screens display welcome messages and other information within 2 seconds of the tag being read. The system also informs employees of the arrival of the customer and the specific lane.
If a new car with an RFID tag is sent back for service, the tag will be read at 30 feet (the reading distance depends on the level and obstacles of the arrival lane, and in some places it can reach 60 feet), and personalized information will be displayed on the screen. Such as “Welcome, Mr. Jones”. The software system also stores information about the car’s salesperson and service technician. The system sends an email message to the mechanic to remind the customer of the arrival. In this way, employees can recognize regular customers and provide services quickly.
When a customer takes a substitute car from the dealer, the car is also equipped with an RFID tag, which corresponds to the user. When the customer returns to the vehicle, he or she receives a personalized welcome again, and the system sends an email to the clerk to notify them to prepare the documents, thereby saving the customer’s time.
Mercedes-Benz also plans to install a car wash system that can be integrated into the existing CDS system. Usually luxury car dealers will wash the cars that are being serviced. The car wash RFID system is adopted. When the vehicle is cleaned, the reader installed at the exit of the car wash captures the tag ID code. The data is then transferred to the MyDealerLo software, which sends emails or mobile phone messages to the teller and the customer, prompting that the car service has been completed and the vehicle can be retrieved. This not only provides convenience for the customer, but also reduces the time the vehicle stays in the parking lot.
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