OREANDA-NEWS. September 17, 2015. Ford’s Unified Database, which organizes point-of-sale information provided by dealers, is getting a wider global rollout.

Dealers in the United States and Europe have used the program for a number of years, and now Emerging Market Services is working with dealers in Puerto Rico, Central America, Africa, Asia Pacific and the Middle East on using the data to grow their business.

Every evening dealers submit that day’s point-of-sale data to EMS, including repair orders, whether the customer is fleet, wholesale or retail, if they visited the body shop, etc. Lou Folino, program manager, EMS, says the information enables dealers to better market to customers.

“Before, we lacked the insight that would have helped us customize programs for the dealers to offer their customers,” he says. “Now that we have the ability to analyze detailed sales information, we have a better understanding of the needs of individual customers and are able to develop service and maintenance marketing incentives for the dealers to provide to specific customers. It helps drive traffic back to the dealership.”

Tim Bares, UDB project manager, EMS, says the response from dealers has been positive. “We have been able to deliver new programs such as maintenance reminders in markets that previously didn’t have the ability to capture customer information.”

The EMS Unified Database project grew gradually and has gained increased traction in the last 12 months. Among the dealers now participating, says Folino, is Al Jazirah Vehicles, Ford’s largest dealer in the Middle East.

“We’re pleased to see our dealers taking advantage of these tools to satisfy customers. With this data, we can deliver on the promise of the Unified Database around the globe,” he says.