This Nissan 4S store uses 60,000 knives of RFID equipment to increase its turnover by 25%
chrispeng [ad_1]
It seems that traditional car dealers can’t just attract customers through price wars, they have to think of ways to send some money to improve user service experience.
When a Nissan car drove into the service area of a Nissan 4S store in Rockwall County, Texas, five 72-inch screens lit up with the owner’s name flashing on them as a welcome sign.
The information is sent by radio frequency identification technology (RFID), which is also the first Nissan 4S store in the United States to use this system.
While welcoming customers, the RFID system will also send information to mobile device terminals such as computers and iPads in 4S stores. At the same time, it will inform the salesperson in charge in the form of text messages about what kind of service the customer needs to provide.
This store with a total area of 14,586 square meters has 47 repair workshops and is one of the largest Nissan 4S stores in the United States. A few months after the store was built, RFID technology was also applied to the in-store service system.
Tim Moody, the executive manager of the 4S store, said in an interview with the media that RFID systems have been used in the service areas of many luxury brands. But it is not very common for users of mass consumer brands. The system has helped the Nissan 4S store to achieve a turnover exceeding its target revenue by 25%. It can also help 4S shops estimate the time required for a specific service. Understanding this will help improve the efficiency of the service department. At the same time, it can establish a rich database of service interval quality.
“Although this Nissan only started business in May this year, it has become the top two 4S stores in the region for customer satisfaction,” Moody added. He can confirm that the RFID system played an important role.
Spend a small amount of money to do big things
The chips are installed in the rearview mirrors of every new and used car sold by dealers, as well as every vehicle attracted from other stores. The working principle of this system is that the data is transmitted to the receiver through the antenna, which is similar to the toll stations used in many countries and regions. The provider of this system is AutoPoint, which is headquartered in South Jordan.
Schematic diagram of RFID technology principle
The customer’s name will appear on the screen, and the appointment time and information about the required service will be displayed in a smaller font, such as “change engine oil”. The type of service booked is not the most important, Moody explained, because we are more concerned about letting customers know who we know who they are. This is a manifestation of personalized and community-level services. At the same time, the salesperson who sells the car will be called to the service area to meet with customers and solve their questions. Perhaps all the customers need is to connect to the mobile phone via Bluetooth.
This further strengthens the concept of “salesmen are their beginning and their eternal support.” Moody said, “Generally speaking, compared with the original sales staff, the number of times customers see more often is the technicians who directly provide services for them. Personnel, so the introduction of RFID systems will help balance this trend.”
Danny Johnson, a technician at Fenton Nissan 4S shop, inspects vehicles for customers
The system will also notify the technician that the customer has arrived, and he is also responsible for reviewing the scheduled service content. If the customer wants to wait any longer, he will continue to update the latest situation with the customer over the phone.
The cost of radio frequency identification system RFID is about 60,000 US dollars, including software and displays. The system is likely to be installed in all 19 4S stores under Fenton Automobile Group. Fenton Group owns 9 Nissan stores and others. 10 stores selling Buick, Cadillac, Chevrolet, GM, Ford, Lincoln, Chrysler, Dodge, Jeep, Ram, Honda, Hyundai, Mitsubishi, and Mazda brand cars.
Moody said that the group sold approximately 1,200 new Nissan sedans a month. In the next three years, the new store is expected to sell 200-300 Nissan sedans within a month, Moody said, “We will become the top 10 Nissan dealers in the country.”
[ad_2]
