BMW to establish “genius bars” in showrooms

Interesting | July 27th, 2012 by 7
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BMW is following of the steps of tech industry giant Apple by offering a new retail concept. Dubbed Future Retail, the idea kicked off with …

BMW is following of the steps of tech industry giant Apple by offering a new retail concept. Dubbed Future Retail, the idea kicked off with the opening of BMW’s first Brand Store in Paris.

Each one of these stores will be staffed with highly knowledgeable product specialists that aim to create a new retail experience for the customer. The “genius bar” approach will give BMW the opportunity to increase the number of contact points with the customer, while increasing services and customer service. An exceptional retail experience is what BMW aims for.

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The Product Geniuses will not only know technical specs like horsepower and engine displacements, but will also be highly trained in things like the iDrive system, safety features and future infotainment devices. As technology advances year after year, the over complicated, yet necessary features, are harder to explain to customers. Instead of a frustrating experience with a smart, but misunderstood feature, the customers will be greeted with a full explanation on how the technology works and its benefits.

The Apple Store Genius Bar approach was first implemented in the automotive industry by Lexus.

In the future, expect as you walk into a Brand Store to be greeted by individuals equipped with tablets and running apps that will not only showcase the models configurations but also provide visuals of the top features.

Customers can expect to see a number of new BMW and MINI retail formats, as well as several initiatives in the near future.

The first markets which are planned for the roll-out of Future Retail, including the Product Genius, are France, UK, China and the Netherlands.

[Source: Forbes and BMW]

7 responses to “BMW to establish “genius bars” in showrooms”

  1. Gary Thomlinson says:

    Its about time! How many BMW owners have asked their dealer questions that couldn’t be answered about their pride and joy?

  2. Rick Harris says:

    Hmm – I’m not convinced this will work. The key difference here is that Apple Genius folk get hands-on – they can plug in diagnostic software to find out what’s slowing down your Macbook or iPhone and not only advise you, but often fix the problem there and then.
    It doesn’t sound like this is the proposition for BMW – rather, it’s a jargon-busting service, to help you drool more over what you’ve bought.
    As a Mini owner, I’m looking forward to seeing how my dealership takes this kind of initiative on..

  3. Guest says:

    I wish they would concentrate on improving the service experience rather than the sales experience. I went with a friend to drop his Lexus for service and was amazed at how much better the experience was than anything I have seen at any BMW dealer, and I have 5 in my area.

  4. Manchester Man says:

    sounds good. this kind of creativity and being the first to implement new technologies out of their competitors can only help BMW’s quest to continue to be the benchmark and leader in their league. keep it up beema.

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