BMW Group India has introduced the Retail.NEXT in India to offer improved services and amenities that meet modern client needs. The initiative will be deployed at 56 facilities across 33 cities over 36 months, with a joint investment of Rs 365.6 crore by dealers and BMW. In the luxury car market, Retail.NEXT ensures a smooth experience for all users, and provides a lively and interesting environment by fusing digital innovation with individualized service. Its layout incorporates open areas and fundamental design elements for easy navigation. Retail.NEXT boasts state-of-the-art digital interfaces that allow potential customers to view car features, set preferences, and get personalised suggestions. It also promotes designated areas for confidential discussions and car transfers, ensuring that each encounter is as unique and memorable as possible.
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Sharing his thoughts on the launch, 'At BMW Group India, we are changing the game by redefining the luxury experience. With the introduction of Retail.NEXT, we aren't just elevating experiences; we are transforming them. Every visit to a BMW dealership is more than just a step into a unique world; it's an immersion into a space where modernity, progress, and true luxury converge seamlessly. Retail.NEXT dealerships are designed to revolutionize customer engagement by integrating 'phygital' innovations, where the physical meets the digital in environments that are as aesthetically stunning as they are forward-thinking. This initiative marks the beginning of a countrywide roll-out as we expand our vision of an immersive luxury experience in India. We greatly appreciate our dealer partners for their unwavering dedication towards BMW Group and significant investment spanning over the period of 3 years for implementing Retail.NEXT in India.'
BMW Retail.NEXT: Distinct Verticals
According to BMW Group India, Retail.NEXT features a dedicated single entry for sales and service that provides a distinct access point, making it simple to get around the dealership effortlessly to address sales or service problems. Additionally, the concept of 'one floor" and 'one ceiling' brings BMW, MINI, and BMW Motorrad, Sales and Service, New and BMW Premium Selection (BPS) - pre-owned cars, on a single platform, with no division among business divisions.
The German manufacturer claims that rather than a typical greeting at the reception counter, customers entering the showroom will be welcomed at the Welcome Stand. They will also come across the 'Multifunction Counter,' which is the second interactive area that acts as both a place to offer 'Parts & Accessories' and a cashier desk for the sale of new or used cars. A 'Central Customer Walkway' is also available to assist guests in navigating the showroom's remarkable selection of high-end luxury cars. Other notable features of the facility include Customer Consultation Stages, BMW Bar, and Lounge, among others.
Additionally, these dealerships employ 'Personal Service Advisors" and 'BMW Geniuses,' which are outfitted with cutting-edge digital sales tools to offer thorough explanations of the features and services of the products.
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Moroever, private spaces are provided by the Sales and Service Consultancy Lounges for discussions on various topics like financing, leasing, and after-sale support. There is also a 'Multifunctional Handover Bay' that oversees all new and pre-owned car handover procedures. It also serves as the launchpad for test drives. According to BMW, the laid-back lounge ambiance is intended to make new car deliveries an unforgettable experience.
The perfect balancing of several factors, including temperature, sound, lighting, product staging, and design, is a USP of BMW's Retail.NEXT. Various lighting setups and ornamental accents on all touchpoints, such as cars, furniture, and other items, create a warm, welcoming atmosphere. Ac/DC Fast-Charging stations for electric vehicles (EVs) are available at dealerships for owners of battery-electric vehicles (BEVs). Further, a comprehensive range of BMW M, BMWi, and BMW Motorrad models, as well as vehicles from the MINI and BPS ranges will be on display.
Bird Automotive Retail.NEXT Showroom (Gurugram): Key Specifics
The opening of Bird Automotive's new Gurugram showroom marked the introduction of the new Retail.NEXT concept in India. The facility measures 8,690 square feet and houses BMW and Mini cars on the ground and first floors, respectively. It has ten cars on display, including eight BMWs and two MINis. There's a dedicated vehicle handover lounge for a smooth and unique car delivery experience for every customer.
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