Fixed Ops Journal - April 2020 - F19

FIXED OPS JOURNAL

About the companies
GoMoto

KIOSKS

 Bought by Reynolds & Reynolds, 2020
 Won't give exact number of kiosks in

continued from previous page

service but told Automotive News last
month the company was "closing in on
1,000 deployed kiosks" in U.S.
dealerships
 Dealers can lease an indoor kiosk for
$1,200 per month or an outdoor
version for $1,600
 Dealers can purchase an indoor
machine for $6,000 or an outdoor
model for $15,000, plus a $750
monthly service fee
 Kiosks integrate with most major DMS
platforms

Additionally, cleaning and sanitizing kiosks
would have to be considered.

Novelty to expectation
The heightened interest in self-service kiosks is driven largely by consumers demanding the ability to check in and out of dealership service departments on their own - as
they do at airports, car-rental facilities and
fast-food restaurants - instead of waiting in
line.
"We're seeing it more and more in our dayto-day interactions and we really believe that
the automotive service drive is a very good environment to introduce this as well," Noah
Miller, a Ford global retail strategy manager,
told Fixed Ops Journal.
"The way society is evolving we have less and
less patience, we're always in a hurry, we're expecting instant gratification," he says. "I think
the more that customers see it in other retail
environments, it then evolves from a novelty to
almost an expectation."
Ford has been testing
GoMoto kiosks at seven
dealerships and Miller
says the results have been
encouraging. The average
check-in time is 2 minutes,
33 seconds, and 84 percent of customers say the
kiosks make checking in
Henne: Plans to
easier.
add alignment
Miller says the automaker plans to continue the pilot program for a
few more months before likely offering it to
more dealers. He says dealers wouldn't be required to use them.
"The findings appear to be very positive and
the dealer feedback has been positive, so if
that continues to hold true then I would see a
situation that we would expand the rollout
and encourage more dealers to consider
whether the kiosks could be a good fit for their
situation," Miller says.

New feature
Todd Marcelle, a co-founder of GoMoto and
now a vice president with Reynolds, says most
dealers are late in recognizing the trend in retail toward self-service options.
"The preferences of consumers are changing," Marcelle says. "You can see that with the
success of companies like Carvana. They're
selling cars and consumers are buying cars,
which is what we do at dealerships. [But]

Storm

 Privately held
 Won't disclose number of kiosks in

RICHARD TRUETT

service but says they are in 80% of
dealership groups in Canada; entered
the U.S. market in 2018
 Dealers can only lease kiosks, all of
which are installed indoors
 Costs range from $295 per month for
a tabletop express-service model to
$1,595 for a full-service kiosk with
check-in and -out capability
 Kiosks integrate with all major DMS
platforms except Reynolds' ERA-IGNITE
and POWER
 Feature being added that lets
customers check in and out and pay by
mobile phone

A kiosk at Royal Oak Ford in Michigan.

they're offering a frictionless customer experience and giving the customer control, transparency and convenience."
GoMoto showed the latest versions of its kiosk at the NADA Show. Among its new capabilities is integration with Hunter Engineering's Quick Check Drive, which conducts an
alignment check when customers drive up to
a kiosk. The results are posted on the kiosk
screen, and customers can add alignment service to their repair order.
That feature caught the eye of Jim Henne,
general manager at Performance Toyota in
Sinking Spring, Pa., who has used a GoMoto
kiosk for a year.
"Once we get the alignment integrated with
[the kiosk] I think that's going to be a win," Henne
says. "When people see red pop up for the alignment for their car, it's a no-brainer. You can add it
to your repair order with a click of a button."
For a manufacturer such as Ford, the kiosks

offer other possibilities. Miller says Ford is
looking at integrating its FordPass phone app
for vehicle owners with the kiosks and posting
national service specials.
"Right now, in the pilot stage, there is not a
lot of Ford-centric marketing content coming
through, but we see the kiosks one day having
an opportunity to tie in national marketing
campaigns locally with the dealerships," he
says.
Steve Ross, service manager at Volkswagen
Pasadena, in California, has used a GoMoto
kiosk for about a year and says it serves a
growing number of customers.
"It's the future and you have to embrace it,"
Ross says.
"For some dealers, it doesn't fit their business profile and that's fine. But if you don't
adapt to these changes when they're coming
up, you can't chase them after they pass you
by." 

APRIL 2020

PAGE 19



Fixed Ops Journal - April 2020

Table of Contents for the Digital Edition of Fixed Ops Journal - April 2020

Contents
Fixed Ops Journal - April 2020 - Intro
Fixed Ops Journal - April 2020 - F1
Fixed Ops Journal - April 2020 - F2
Fixed Ops Journal - April 2020 - Contents
Fixed Ops Journal - April 2020 - F4
Fixed Ops Journal - April 2020 - F5
Fixed Ops Journal - April 2020 - F6
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Fixed Ops Journal - April 2020 - F19
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