BMW reveals next generation retail experience
01 Jun 2012|4,825 views
BMW opened its new brand store in the posh area of Avenue George V, Paris. The store was designed by the renowned luxury retail architect, Eric Carlson. The grand opening of the store allows shoppers to experience the BMW brand in a retail environment. The store was inaugurated by Ian Robertson, member of the Board of Management, Eric Carlson, and the Head of BMW France, Serge Naudin, as well as VIP guests from Paris. The store launches a new generation of BMW brand stores and kicks off a comprehensive programme entitled "Future Retail".
Ian Robertson commented, "The world of retail has changed significantly – customer behaviour, 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 programme named Future Retail. This will entail a whole range of initiatives and tools designed to enhance the customer experience and to set new standards for retail in the automotive industry and beyond."The future retail programme has three objectives. First it aims, to increase contact points with customers and prospects. Secondly, an increase in services and benefits offered in its retail channels. Lastly, to enhance the retail experience.
Expect more media presence and increased involvement in social media activities, besides a more appealing showroom appearance. The BMW is already kick-starting this programme with virtual product presentation in Munich and Zurich.
“Product Geniuses” will also be present at the dealers, to better support customers with in-depth product knowledge and to better engage the customers in utilizing and configuration of their products. The Product Genius will also be equipped with Information Management System tablets, loaded with in-depth explanation visuals and films among other content.
France, UK, China and the Netherlands are the first markets to experience the Future Retail programme.
BMW opened its new brand store in the posh area of Avenue George V, Paris. The store was designed by the renowned luxury retail architect, Eric Carlson. The grand opening of the store allows shoppers to experience the BMW brand in a retail environment.
The store was inaugurated by Ian Robertson, member of the Board of Management, Eric Carlson, and the Head of BMW France, Serge Naudin, as well as VIP guests from Paris. The store launches a new generation of BMW brand stores and kicks off a comprehensive programme entitled "Future Retail".
Ian Robertson commented, "The world of retail has changed significantly – customer behaviour, 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 programme named Future Retail. This will entail a whole range of initiatives and tools designed to enhance the customer experience and to set new standards for retail in the automotive industry and beyond."
The future retail programme has three objectives. First it aims, to increase contact points with customers and prospects. Secondly, an increase in services and benefits offered in its retail channels. Lastly, to enhance the retail experience.
Expect more media presence and increased involvement in social media activities, besides a more appealing showroom appearance. The BMW is already kick-starting this programme with virtual product presentation in Munich and Zurich.
“Product Geniuses” will also be present at the dealers, to better support customers with in-depth product knowledge and to better engage the customers in utilizing and configuration of their products. The Product Genius will also be equipped with Information Management System tablets, loaded with in-depth explanation visuals and films among other content.
France, UK, China and the Netherlands are the first markets to experience the Future Retail programme.
The store was inaugurated by Ian Robertson, member of the Board of Management, Eric Carlson, and the Head of BMW France, Serge Naudin, as well as VIP guests from Paris. The store launches a new generation of BMW brand stores and kicks off a comprehensive programme entitled "Future Retail".
Ian Robertson commented, "The world of retail has changed significantly – customer behaviour, 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 programme named Future Retail. This will entail a whole range of initiatives and tools designed to enhance the customer experience and to set new standards for retail in the automotive industry and beyond."
The future retail programme has three objectives. First it aims, to increase contact points with customers and prospects. Secondly, an increase in services and benefits offered in its retail channels. Lastly, to enhance the retail experience.
Expect more media presence and increased involvement in social media activities, besides a more appealing showroom appearance. The BMW is already kick-starting this programme with virtual product presentation in Munich and Zurich.
“Product Geniuses” will also be present at the dealers, to better support customers with in-depth product knowledge and to better engage the customers in utilizing and configuration of their products. The Product Genius will also be equipped with Information Management System tablets, loaded with in-depth explanation visuals and films among other content.
France, UK, China and the Netherlands are the first markets to experience the Future Retail programme.
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