BMW Group Italia is redefining the rules of customer experience in the automotive sector with the introduction of Retail.Next,
an innovative retail concept destined to radically transform the approach to the customer in its showrooms. This ambitious project aims to create a more welcoming and engaging atmosphere, similar to that of a home or a fashion showroom, where the brand experience plays a central role and every detail is taken care of to perfection.
The Retail.Next project is based on four fundamental pillars: customer centricity, flexibility, sustainability and offering a superior premium experience. These principles are reflected in the modern architecture, eye-catching design and advanced digitalisation of the showrooms, which together create an immersive and technologically advanced sales environment.
The renovated BMW Roma showroom in via Salaria was the pioneer of this transformation in Italy, followed by 41 other projects under construction. These new spaces are designed to be warm and welcoming, inviting customers to fully immerse themselves in the world of BMW. Through the use of interactive displays, virtual and augmented reality, and digital configurators, customers can explore and customize BMW vehicles in an intuitive and engaging way.
Retail.Next’s holistic approach it is not limited to just the design of spaces, but also includes the review of processes, the introduction of new digital tools and the definition of new roles within the stores. This integrated physical-digital approach places customers and products at the center of the experience, reflecting the iconic status of BMW and MINI in an environment that promotes a sense of ease and welcome.
Furthermore, the Retail.Next provides a highly personalized customer service, with individual consultations, specialized technical support and a wide range of tailor-made services that make purchasing a vehicle a unique and unforgettable experience. This new retail model aims to improve customer engagement, creating a more interactive and engaging showroom, and to simplify the purchasing process through an efficient omnichannel approach.
The BMW Group recently presented Retail.Next to the media in an event at the BMW Roma showroom, with the participation of industry experts such as Kai Langer, Head of BMWi Design BMW Group, Samir Bantal, Director of AMO, and Salvatore Nanni, General Manager of BMW Roma. This meeting offered the opportunity to discuss key aspects of the automotive retail transformation, highlighting the importance of the customer experience in the purchasing process.
Retail.Next represents an important step forward for BMW Group Italia, which with this project aims to further strengthen its position in the premium market, offering its customers an unprecedented brand experience. With a focus on personalization, advanced technology and a welcoming environment, BMW is redefining the future of automotive retail.