RentOnTheDot began testing its online equipment rental reservation system with Mississauga, Ontario-based Stephenson's Rent-All, No. 58 on the RER 100, in November, with plans to roll out the system across North America. With more than 45 locations throughout Ontario, British Columbia and Alberta, and more than 700 products in its fleet, Stephenson's is allowing its customers to reserve equipment day or night through www.rentonthedot.com or by calling RentOnTheDot's customer support center (888/465-7683). "Sooner or later, the rental industry must enter the e-commerce world, and a North American-wide equipment rental reservation system will benefit both contractors and rental houses alike," says Chris McKay, president of Stephenson's, which is backed by a mutual investor in RentOnTheDot. The RentOnTheDot online system allows contractors to visit a participating rental center's Web site to check on what equipment is available. The so-called "private-label" site displays only the company's inventory, not competitors', according to CEO Chris Casey.