These BMW Product Geniuses are Helping Inform Car Shoppers
Rahul Kalvapalle — May 6, 2015 — Autos
References: bmwdealercareers & blog.inautomotive
The BMW product genius is fast becoming a feature of BMW showrooms. These experts don't work on commission, so you can truly trust their advice. Rather than trying to push a sale on customers, they will educate car shoppers about their choices and answer as many questions as needed. These product geniuses help explain the products so customers can make informed decisions.
This strategy helps customers to truly become immersed into the BMW culture and the products they're considering buying, which is something that doesn't happen in typical showrooms where sales agents are clearly there to push a sale.
This new role appears inspired by Apple's product geniuses, and is part of BMW's effort to modernize its retail strategy and help boost the manner in which people interact with BMW representatives.
This strategy helps customers to truly become immersed into the BMW culture and the products they're considering buying, which is something that doesn't happen in typical showrooms where sales agents are clearly there to push a sale.
This new role appears inspired by Apple's product geniuses, and is part of BMW's effort to modernize its retail strategy and help boost the manner in which people interact with BMW representatives.
Trend Themes
1. Informatively Immersive Car Showrooms - The use of product geniuses in car showrooms to educate and inform customers about their choices and answer questions.
2. Trust-based Sales Approach - The implementation of a commission-free sales approach in car showrooms, where product geniuses focus on educating rather than pushing for a sale.
3. Modernizing Retail Strategy - The adoption of Apple's product genius concept in car showrooms as part of a larger effort to enhance the customer experience and interaction with the brand representatives.
Industry Implications
1. Automotive Industry - Car manufacturers and dealerships can explore the use of product geniuses to create a more informative and immersive experience for car shoppers.
2. Retail Industry - Retailers can consider implementing a trust-based sales approach by employing experts who focus on educating and empowering customers rather than pushing for immediate sales.
3. Technology Industry - Technology companies can develop innovative solutions to enhance the product education and customer interaction in various retail sectors, inspired by concepts like Apple's product genius.
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