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.