Meet Retail.Next, BMW's new approach to selling cars in India
BMW has introduced a novel dealership concept called Retail.Next in India. This innovative approach aims to house all BMW brands, including MINI and BMW Motorrad, under one roof. The new dealerships will not only display vehicles, but also feature various accessories and service centers of these brands. The goal is to create a dynamic and engaging environment that combines digital innovation with personalized service.
A blend of technology and aesthetics
The Retail.Next dealerships are designed with open spaces and minimalist design elements, allowing for a seamless flow through the showroom. They are equipped with high-tech digital interfaces throughout the facility. These interfaces enable customers to explore vehicle features, customize their choices, and receive tailored recommendations. The layout is intended to revolutionize customer engagement by integrating 'phygital' innovations where physical meets digital in aesthetically stunning environments.
BMW's vision for an immersive luxury experience in India
Vikram Pawah, President and CEO of BMW Group India, stated that the Retail.Next program marks the beginning of a nationwide rollout. The company plans to implement this concept across 56 facilities in 33 cities over a span of 36 months. Pawah expressed his gratitude toward dealer partners for their unwavering dedication, and significant investment over three years to bring Retail.Next to life in India.
Enhanced customer experience
The Retail.Next experience begins with a single entry point for sales and service, ensuring a clear and easy-to-navigate dealership. The dealerships feature 'Personal Service Advisor' and 'BMW Geniuses,' equipped with innovative digital sales tools to offer comprehensive information on product features and services. Additionally, the showrooms have a 'Multifunction Counter' that acts as an interactive spot for parts and accessories sales, or cashier desk for new or pre-owned car sales.
A hub for luxury and comfort
The 'Central Customer Walkway' guides visitors through an array of premium luxury cars. A strategically placed 'BMW Bar & Lounge' in the center of the showroom provides an ideal area for customers to relax. The showrooms also feature 'Customer Consultation Stages' located throughout the facility, offering dedicated areas for discussions that require a higher degree of privacy. These new dealerships will exhibit a wide range of BMW M, BMW i, and BMW Motorrad models as well as vehicles from MINI.
