In the contemporary world of sophistication, even the most stellar product has to be accompanied with a liberating experience. As customers become more fastidious and competition intensifies, automotive manufacturers go the extra mile to provide utmost convenience to build brand loyalty and attract repeat purchases in the process.
BMW, one of the most revered performance luxury brands has introduced a novel form of retailing where it has fused physical and digital mediums to curate a reveling experience for the consumer. Christened ‘Retail.Next,’ it has been incepted by Abu Dhabi Motors, the official distributor of BMW, Mini and Motorrad vehicles in Al Khalidiya region of Abu Dhabi in the presence of BMW Group’s global senior leadership comprising Jochen Goller, Member of the Board of Management of BMW AG Customer, Jean-Philippe Parain, Senior Vice President Sales Regions Asia-Pacific, Eastern Europe, Middle East and Africa and Syed Faiz Karim, CEO of Abu Dhabi Motors, with the additional presence of Dr Hamid Haqparwar, Managing Director, BMW Group Middle East.
The Retail.Next dealership outlet brings with it features such as a central entrance, a single storey unfurling space for up to 14 diverse models to be showcased and a ceiling towards which elements coalesce to create a convivial backdrop for a memorable car-buying experience.
Not just products, but a plethora of lifestyle products and accessories for BMW, Mini and Motorrad range can be opted at the facility to augment the luxury quotient further still and add a sense of exclusivity to the cars and bikes.
Clinching the experience is BMW Bistro dining section where customers can gleefully devour food and refreshments personalized to suit their taste buds. Abu Dhabi Motors aims to offer a plenary experience to its potential buyers by serving on the platter, a customer-focussed approach so as to tailor to their diverse requirements and address their pain points. While being as modern as possible, Abu Dhabi Motors hasn’t omitted the idea of sustainability and used eco-friendly processes in its refurbishment. The physical and digital architecture blend to provide a surreal car-buying environment where new possibilities of what’s perceivable are brought to life to stun its valuable audience and attain brand loyalty in the wake to retain existing consumers and create new ones.
BMW has already raised the bar by offering world-class German engineering and top-notch luxury in its cars, be it the entry-level sedan, 2-Series or the flagship SUV, X7. While being a connoisseur in building engines for cars and bikes and striking a perfect weight balance, the brand is among the firsts to bring such a state-of-the-art retail space where a customer indulges in absolute luxury, right from the stage he intends to cosset himself in opulence and visits the BMW Retail.Next outlet. It is also a remarkable way to grapple with the competition and enlarge its fanbase so as to have them convert into customers and establish a long-term relationship with them.
This retail approach was also imminent as the brand forays into a future marked by electrification and digitization. The brand has showcased some excellent electric vehicles such as the iX, i8 and the iX1 and with the assistance of digital channels seamlessly mixing with physical distribution centres, the brand has clearly set out on a new path that is conducive to achieving new milestones in the automotive ambit.
