Explainer: How will BMW's Retail.Next dealership model work?

BMW Group India is set to revolutionise the luxury automotive retail experience with the launch of its Retail.NEXT dealership model. This initiative will be implemented across 56 facilities in 33 cities over the next 36 months, aiming to redefine customer engagement and elevate the overall buying experience.

The general layout of Retail.NEXT concept focuses on a simple space design to allow easier navigation on a store. Appreciable amount of floor space will enable the customers to conveniently navigate the showroom, engage with modern touch screen digital displays, and make convenient product purchases based on their compiled wish lists. Private consultation zones and delivery of cars add to the unique touching experience that every client has to go through.

Stretched on the Centre of the design is the ‘Central Customer Walkway’ that will enable the visitors to look at different models of BMW, MINI and BMW Motorrad. This area has a move path for selling as well as for servicing customers ensuring it is easy for them. This gives the personal touch especially to customers who are welcomed warmly at the Welcome Stand on entering the store.

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There is also a Central Customer Hospitality zone namely The BMW Bar & Lounge which offers leisure to the guests in the showroom. In addition, a fully accessorised highlight car will demonstrate the aesthetic new features, which will provide the ‘Wow-Effect’ for many customers. According to Vikram Pawah, President and CEO of BMW Group India, “With Retail.NEXT, we are not just elevating experiences; we are transforming them.” This new approach integrates "phygital" innovations, blending physical and digital elements in a stunningly designed environment. The goal is to create a seamless and immersive experience where modernity, progress, and luxury converge.

Consultation zones are located throughout the dealership, which is aimed at providing a comfortable environment for discussing financial options, leasing or contractual services. The Personal Service Advisors and BMW Geniuses are empowered with computer-centered tools and resources that will make the customer knowledgeable.

One of them is the Multifunctional Handover Bay which is involved in the delivery of newly-panel and second-hand cars for handovering. The showroom is also fitted with AC/DC fast charging point for Battery Electric Vehicle users as well.

Bird Automotive launched the first Retail.NEXT dealership in Gurugram hence paving the way for BMW’s vision of luxury automotive retail in India. Bird Automotive for instance started by announcing that the company was to change the way luxury cars were sold through the dealerships by emphasising on excellent service delivery and customer satisfaction as bearing by the words of Mr. Gaurav Bhatia, the Dealer Principal of Bird Automotive.

While BMW Group India prepares to launch Retail.NEXT, the firm already presents the means to revolutionie luxury automotive industry by using innovative approaches with considerable focus on customer interaction as Retail.NEXT.