BMW has opened its first UK Urban Store at the Bluewater shopping centre in Kent.
Similar to outlets in other countries, it is said to provide “both casual browsers and serious shoppers a fresh and enjoyable way to experience the latest models”.
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Managed by traditional dealer Stephen James BMW, the store is staffed with eight so called product geniuses – specially trained staff who can demonstrate the latest features and are knowledgeable about the vehicles and offers.
A click and buy iPad wall is loaded with pre-configured specifications of a range of vehicles, providing access to information and allowing users to progress through to ordering online. A pick and buy smart touchscreen table has been designed to interact with toy versions of particular models, opening up interactive displays that highlight a range of features.
A robot (named Pepper) gives visitors information about the store, receives customer feedback and can take contact information from customers wishing to continue with a vehicle purchase.
The store will carry a rotating selection of three new models on site, starting with the X2, 218d and 118i 5-door.
There’s also a Scalextric (slot car) track and BMW owners can get free coffee in the Isetta Bar by showing their vehicle key.
