Bmw opens new Brand Store in Paris

Article by Christian Andrei, on June 3, 2012

The first new BMW Brand Store in the plushest region of metropolitan Paris in the Avenue George V has been formally inaugurated. Famous architect Eric Carlson and his team from Carbondale Architects and Version Architects designed this latest BMW Group store. With this store, which spans 800 sq meters, BMW hopes to attract customers who want to experience the brand in their selected environment.

Present for the formal inauguration of the new store are 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 numerous VIP guests from Paris. BMW George V starts off with the introduction of BMW brand stores as well as the start of a thorough program at the BMW Group, referred to as “Future Retail” by the company.

In Paris, Ian Robertson told reporters about the major changes in retail such as in customer behavior, as well as in needs and expectations. He added that the company undertook a corporate Strategy Number ONE to examine its process and customer feedback. The company will now build on its strengths and apply a comprehensive programme named Future Retail.

This includes a wide range of initiatives and tools meant to boost the experience and to set new standards for retail in the automotive industry. Robertson explained that BMW Group has three objectives: One is related to “Future Retail” in order to raise the number of possible contact points with customers and prospects.

Secondly, there are the services and benefits available in its retail channels. Third reason is that the retail experience has to be performed. This means that customers can expect to see several new BMW and MINI retail formats.

They would also determine their several initiatives in the immediate future. Among others, these can be equipped with a new online presence and social media activities, as well as have a more appealing showroom appearance. Already, some aspects can be experienced already, just like a virtual product presentation which is already in use in the BMW Munich and Zurich branches, and MINI Westfield in London.

Topics: bmw, france

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