BMW is taking a leaf out of Apple’s book
The Bavarian Motor Works are planning to introduce in their retail stores an Apple-style Genius-like product – the Apple Genius Bar provides expert advice in Apple retail stores.
The program is set to be part of the new Future Retails concept that the BMW launched at the grand opening of its first new BMW Brand Store in Avenue George V in Paris.
The goal of this program will be to offer better support to customers by giving them in-depth product knowledge and help them to better use and configure their BMW products to suit their specific needs.
The BMW Product Genius will features a state of the art Information Management System on a tablet device which will allow for mobile product configuration as well as very detailed explanations of the various features with the help of visual aids.
It should be interesting to note that BMW is not the only major car manufacturer who is showing renewed interest in customer focus; Cadillac is also looking to pick up some of the service tips from the Ritz-Carlton hotel chain, Lincoln has hired an international association of concierges as a consultant, while Lexus already have started their new Product and Delivery Specialists. There’s definitely a trend to speak of.
The goal of BMW’s Product Genius is not only to inform but also to maybe steal customers away from the other luxury German brands – this is even more important now considering the initial, rather negative public response to BMW’s complicated iDrive interface system.
BMW definitely has some high goals for their Future Retail idea, they wish to increase the number of potential contact points with customers and possible customers, to increase the amount of services and benefits that they offer through their retail channels and to enhance the whole retail experience in general.
