PressClub Asia · Article.
Performance Motors enhances premium customer experience with newly renovated showroom.
Wed Nov 09 07:11:00 CET 2016 Press Kit
Aged
Future Retail concept to set new retail standards in the automotive industry.
Singapore – Performance Motors Limited (PML), the authorised dealer
for BMW cars and BMW motorcycles in Singapore, today opened the doors
of its newly renovated BMW showroom at Sime Darby Performance Centre,
303 Alexandra Road. With the launch of this new generation of
showrooms, PML will also be introducing “Future Retail” - a
comprehensive BMW Group programme at this centre.
With Future Retail, the BMW Group has a number of objectives -
increase customer satisfaction, strengthen customers’ knowledge of
products and technologies and improve efficiency. This entails a whole
range of initiatives and tools that will set new standards for retail
in the automotive industry.
“The world of retail is changing at a rapid pace, especially in a
market like Singapore. At Performance Motors, we always aim to exceed
the needs and expectations of our customers. Therefore, it is
essential that we transform the way we interact with them to deliver
an inspiring premium retail experience from the moment they enter our
showroom,” said Mr. Horst Herdtle, Managing Director of Performance
Motors Ltd. “BMW Future Retail incorporates a new customer journey by
the showroom design, new digital tools, as well as changes in the
roles and responsibilities of some front-line staff to create a
modern, premium and enjoyable brand experience for our customers.”
From new digital communication equipment, such as the Virtual
Product Presentation (VPP) device, to an all-new café area and a new
kids’ corner on the first floor, customers are immersed in an engaging
and interactive retail environment. Below are some of the highlights
that are unique to the BMW Future Retail experience at PML:
BMW Genius (BG)
The role of the BG is to better support customers with in-depth
product knowledge as well as enabling the customer to better utilise
and configure products based on their particular needs. As the BG
needs to be mobile, he or she will be equipped with a tablet that
allows for product configuration and in-depth explanation of
features supported by visuals and films. Furthermore, as BGs do not
have sales targets, customers interacting with them enjoy a
pressure-free discussion during which customers can take as much
time as they like to find out about BMW, its various products and technologies.
Virtual Product Presentation (VPP) device
The VPP enhances the sales experience for both the customer and
the showroom employees. Our customers value BMW models for their
state-of-the-art technology and they are right to expect the same
from their dealership. With a tablet- app known as the Mobile
Customiser and the VPP, this need is met and configuring a car turns
into a real experience. The Mobile Customiser enables car
configurations to be transferred wirelessly onto a high-definition
3D display in a highly realistic and detailed representation.
Customers no longer have to rely on their imagination, or need to
see in person, the colors, options, and packages they have chosen
for their new BMW.
BMW Kids Dome
Adults can immerse themselves in an uninterrupted visit knowing
that their little ones are kept busy at the BMW Kids Dome. Young
visitors can now occupy their time with BMW Baby Racers, the BMW
DVD system, books and art materials in a dedicated area while
parents take a closer look at the cars or converse with the
friendly Sales Consultants.
“Performance Care” – Mobile application
In addition, PML has launched “Performance Care” – a fully
integrated mobile web application to offer customers a
comprehensive suite of services anytime, anywhere through their
mobile phones (Android and IOS). These services include the
booking of service appointments; selecting the preferred service
centres, dates, timings and Customer Service Advisors; tracking
status of cars during servicing; submitting enquiries; and
browsing the catalogues.