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BMW dealers launching 'future retailing'

2015-07-09 13:56

MIDRAND, Gauteng - BMW Group SA, as part of its retail strategy, is to install a 'Future Retail' programme at each of its BMW and Mini dealers over two years.

This, the group says, will involve retail initiatives and tools to enhance customers' experience. The intention is to:

  • Create more customer contact points
  • Expand services and benefits
  • Enhance the retail experience
  • Allow dealers to play bigger role

Tim Abbott, MD of BMW Group SA, said: “Consumer habits are changing, the way people want to buy products has evolved. Customers use multiple information and communication channels and have transparent access to information via the internet and social media.

"They are therefore much better informed at first contact with the dealer. They also get in touch with the product earlier and as a result of their experiences in other industries they also expect a highly emotional, personal and communicative brand experience across multiple channels.

"The BMW Group’s response to these challenges is Future Retail."

Future Retail was launched in early 2015 at four BMW i dealers:

  • Club Motors Fountains
  • Sandton Auto
  • SMG Cape Town
  • Supertec

  • Oliver Buchner, general manager for sales channel development, explained: “Customers who visit a pilot dealer will be introduced to elements such as brand architecture, redesigned and reconfigured showroom floors, IT-guided product presentations and the BMW or Mini 'Genius' whose role is to explain products, in detail, to customers without the pressure of making a sale.
  • "We have to think and act uncompromisingly from the customer’s perspective."
  • Future Retail has already been launched in international markets.

    Future Retail has received positive reviews from customers at the four pilot dealers so will now be rolled out to all other BMW and Mini dealers across South Africa.
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