BMW Brand Store In Paris


BMW follows AMG footsteps in launching unique brand stores. They didn’t open one in China or anywhere far though, it’s in Paris.

With the grand opening of the 800m2 BMW Brand Store in the very heart of luxury retail, BMW is reaching out to shoppers with the objective of allowing them to experience the brand in their chosen environment. The BMW Brand Store is in the most luxurious area of metropolitan Paris in the Avenue George V tonight. The store was designed by the well-known, luxury retail architect, Eric Carlson and his team from Carbondale Architects and Version Architects.

The first markets which are planned for the roll-out of Future Retail, including the Product Genius, are France, UK, China and the Netherlands. It’s a whole new shopping experience, but expect to pay a little more. It’s a luxury store after all.

BMW Brand Store in Paris1 BMW Brand Store In Paris

BMW press release:

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.

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.

Ian Robertson said in the French capital on Wednesday: “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.”

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