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BMW Group inaugurated the first new BMW Brand Store in the most upmarket area of metropolitan Paris in Avenue George V. The new generation of BMW Brand Store is being referred to as 'Future Retail' by the company and reaches out to shoppers with the objective of allowing them to experience the brand in their chosen environment. Also Read - Traders Support Future Retail in Battle Against Amazon
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The well-known luxury architect, Eric Carlson and his team from Carbondale Architects and Version Architects, designed the 800 square-meter Store. The new store was formally inaugurated by Ian Robertson, member of board of management of BMW AG, sales and marketing BMW along with the architect, Eric Carlson and the head of BMW France, Serge Naudin.
With “Future Retail”, the BMW Group has three objectives – first, to increase the number of possible contact points with customers and prospects, second, to increase the services and benefits offered in its retail channels, and third, to enhance the retail experience at all touch points.
Therefore, customers can expect to see a number of new BMW and MINI retail formats, as well as several initiatives in the near future. These include, among others, a new online presence and social media activities, as well as a more appealing showroom appearance. Some aspects can be experienced already, such as a virtual product presentation, which has already been implemented in the BMW Munich and Zurich branches, as well as MINI Westfield in London.
Ian Robertson said in the French capital on Wednesday: “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 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.”
BMW is also in the process of introducing an additional role to the dealers, namely a Product Genius. The objective here is to better support customers with in-depth product knowledge as well as enabling the customer to better utilize and configure products in accordance with their particular needs. As the Product Genius needs to be mobile, he or she will be equipped with a state of the art Information Management System on a tablet device, allowing, for example, product configuration and in-depth explanation of features supported by visuals and films.
The first markets, which are planned for the roll-out of Future Retail, including the Product Genius, are France, UK, China and the Netherlands.