In an attempt to catch potential customers in a more relaxing atmosphere and a less confrontational setting than regular dealerships, the BMW Group has opened its first BMW Brand Store on Avenue George V in Paris.
The store is in the heart of the luxury retail area and is being referred to by the company as “Future Retail”. It has three objectives, which are to increase the contact points with customers and prospects, to increase the services of its retail channels, and to enhance the retail experience.
Ian Robertson from BMW spoke at the opening: “The world of retail has changed significantly – customer behavior, needs and expectations have changed, as well as communication technology. As part of our corporate Strategy Number ONE, we critically reviewed our processes and customer feedback. We will now build upon our strengths and implement a comprehensive program named Future Retail. This will entail a range of initiatives and tools designed to enhance the customer experience and to set new standards for retail in the automotive industry.”
As a result, customers can expect to see a number of new BMW and MINI retail formats, as well as several initiatives such as a new online presence and social media activities. There will also be a “more appealing showroom appearance.”
Taking a leaf from Apple’s book, BMW is planning to introduce a Product Genius to dealers. The objective is to support customers with in-depth product knowledge while enabling the customer to better utilize and configure products in accordance with their needs.
The first markets to experience Future Retail (including the Product Genius) are France, UK, China and the Netherlands.