A new sales experience and customer approach that puts the customer at the centre, offering them a premium, flexible and sustainable path. These are the pillars on which Retail.Next is based, the new project carried out by BMW Group to offer potential motorists intending to choose the German car manufacturer's models a superior customer experience. For this reason, a transformation has begun of the Group's showrooms which are becoming more welcoming places, similar to a home rather than a shop, with a lifestyle approach similar to that of fashion showrooms.
We start from Rome
The work of consolidating the network and adapting to the new standards involves this phase 41 Sales Outlets and Assistance, of which 6 have already completed the renovation project, including ours BMW Rome branch in via Salaria which was a trailblazer for the Italian market. It is a process that will allow the BMW Group and its partners to guarantee customers a customer journey that lives up to the expectations of the company's premium brands and that is a reference for the market.
BMW's new approach
The holistic approach is not just based on a new designbut also focuses on new onesprocesses, digital tools and roles. The basis is seamless physical-digital engagement that puts customers and products at the center. The retail experience reflects the iconic status of BMW and MINI in a new design and layout that creates an easy, warm and welcoming premium atmosphere at the showrooms. Sales and service have an overall premium feel. The new BMW Rome showroom, thanks to the implementation of Retail.Next, will offer a completely renewed shopping experience. Customers will be able to immerse themselves in the world of BMW through the use of cutting-edge technologies, such as interactive displays, virtual and augmented reality, and digital configurators. These tools will allow customers to explore and customize BMW vehicles in an intuitive and engaging way, offering a one-of-a-kind experience.
A new customer experience
Furthermore, the implementation of Retail.Next will allow BMW Roma to offer a personalized and highly professional customer service. Customers will benefit from individual consultations, specialized technical support and a wide range of personalized services, which will make purchasing a vehicle an unforgettable experience. The BMW Group aims to improve customer engagement by creating a more interactive and engaging showroom environment, using digital tools to provide customers with detailed information about vehicles, features and technologies. Customers will have the ability to configure and order their vehicles online and then seamlessly move to the showroom to finalize the purchase. This simplified, omnichannel approach aims to reduce waiting times and make the entire choice process more efficient.
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