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First Ever BMW Brand Store Opens in Paris

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Grand Opening of new BMW Brand Store in Paris

23.05.2012

BMW Group begins comprehensive programme to enhance customer retail experience

Robertson: We aim to be the benchmark in automotive retail

Munich/Paris. The BMW Group celebrated the grand opening of its first new BMW Brand Store 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.

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 new store was formally inaugurated by Ian Robertson, Member of the Board of Management of BMW AG, Sales and Marketing BMW, together with the Architect, Eric Carlson, and the Head of BMW France, Serge Naudin, as well as a large number of VIP guests from Paris. BMW George V marks the launch of a new generation of BMW brand stores as well as the beginning of a comprehensive programme at the BMW Group which the company refers to as “Future Retail”.

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.”

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.

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

Ian Robertson stated, “When it comes to recruiting and enabling the right people for the implementation of future retail, we will assist our dealers to attract, develop and retain the industry’s best professionals. This is of particular importance for the role of the Product Genius. Throughout all of this and supported by an increased number of customer contact points with our brands, the dealer’s role becomes even more essential – as our face to the customer and the provider of a true, personal and emotional, premium experience.“

[Pentium]

awesome, I want to see this!

[DooBs]

Looks absolutely amazing, but I must admit I am a bit surprised there wasn't a BMW store before

[ideas82]

Nice. Would be interesting to see if or when BMW incorporates Apple representatives within the stores to compliment the purchasing experience.

"Would you like one or two new iPad mini's to go along with your 6 series today..."

[Legitimate]

White everywhere? Simple design? A BMW Genius? i3? i8? iDrive? OH GOD APPLE, WHAT HAVE YOU CREATED?

[Maz335i]

Originally Posted by ideas82

Nice. Would be interesting to see if or when BMW incorporates Apple representatives within the stores to compliment the purchasing experience.

"Would you like one or two new iPad mini's to go along with your 6 series today..."

+1

Just what I was thinking...

[GOLFFRR]

that showroom is awesome!

[Fraggy]

This has got to be the most egotistical self indulgent move BMW has made to date! Ugh. It's a fucking car people. It leaks, backfires, limps, and break down just like every other car.

[Davin]

Originally Posted by DooBs

Looks absolutely amazing, but I must admit I am a bit surprised there wasn't a BMW store before

I was in London last week and walked past Ferrari's Huge Flagship store and thought to myself that BMW should have been doing this a while ago. I wouldn't be surprised if a bunch of these stores popped up across the world within the next few years

[MSPORTWORLD]

Sweet I now I have a reason to visit Paris again!

[DrivenByE30]

IF they had opened this exactly a month ago, i would have been able to go visit it during my ED trip !!

it's gonna be for my next ED then...

Looks like BMW is turning up the luxury and premium one notch higher...

[MassBimmer]

Originally Posted by Fraggy

This has got to be the most egotistical self indulgent move BMW has made to date! Ugh. It's a fucking car people. It leaks, backfires, limps, and break down just like every other car.

Just proves you know absolutely nothing about business. As a business, you have to be forward-thinking. If Apple said years ago that they just made computers that got viruses and needed to be replaced every few years, they wouldn't be the most influential technology company in the world that they are today. You either innovate or die.

[Robin_NL]

Wow.

I know Mercedes/Renault are @ Champs Elysees, been there >10 times, I also recall the former Ferrari destributor (Pozzi?) @ George V(small building) or @ Foch, I'm always confused by which avenue is which.

Need to see this 'boutique'!

Edit: CH. Pozzi now is BMW/Mini dealer for Paris/Neuilly and maybe connected to this brand store I guess?
http://www.ch-pozzi.fr/

[Augenbrauezug]

It looks like a fancy car dealership.. I don't get.

[Patrick BMW]

Back in 1995 I'm SURE that there was a BMW shop in Cheapside, London...

...and following that I google'd it and got
http://www.cylex-uk.co.uk/company/sy...-16009011.html

which is Sytner, not exactly BMW but close!

[SCOTT26]

This basically the laying of the foundations for the BMWi experience in which sales will commence from off-site boutiques.
not every BMW dealer will handle the BMWi3 and BMWi8. They will remain mutually exclusive to high profile prominent dealers who will be able to sustain the BMWi cars off site in state of the art showrooms that will deliver the core message of BMWi

[The English Guy]

Wow this is only 52kms from me and I'm often in that exact area and I didn't even know this was happening. Definitely on the to do list next time

[The English Guy]

Originally Posted by SCOTT26

will deliver the core message of BMWi

Which translates as "if you have to ask how much it is then you can't afford it".

Perhaps there will be loads of Japanese tourists outside asking you to go and buy a car for them because they are limited to one per customer, as happens at the Louis Vuitton store just down the road.

Why can't BMWi technology be introduced as a car for the masses instead of the elite.

[Heffp14]

Originally Posted by Fraggy

This has got to be the most egotistical self indulgent move BMW has made to date! Ugh. It's a fucking car people. It leaks, backfires, limps, and break down just like every other car.

I completely agree as great as BMW's are I can not stand how arrogant they are as a brand. http://autogalaxy.co/2012/05/24/bmw-...roduct-genius/

[datbimmerdoe]

[Otaku]

This reminds me of the decor in the Tokyo Ginza Armani store - nice!!

[EINSER M]

eh beh