They’re trying it out in Paris. ”It’s like entering a really posh department store,” says Ad Age writer Rupal Parekh.
But it wasn’t easy to find. At least not as easy as U.S. dealerships with flags flying, balloons and searchlights. This is a little more subtle. So what’s the big idea? Ian Robertson, head of sales and marketing for BMW, said in a statement: “The world of retail has changed significantly — customer behavior, needs and expectations have changed, as well as communication technology.” He added that BMW’s new retail approach, which it’s dubbing “Future Retail” will “entail a whole range of initiatives and tools designed to enhance the customer experience and to set new standards for retail in the automotive industry and beyond.”
It’s kind of like an Apple store. Except the products come in a variety of colors.