BMW recognized that its customers were demanding better retail experiences and set about creating a more inspiring dealership. It opened its first reconceptualized BMW Brand Store in Brussels in 2014, introducing a multisensory interactive customer experience that is careful to be free of sales pressure. By highlighting BMW’s customization options, benefits, history, and post-sale services at all touchpoints, the new retail model lets customers know there’s no need to comparison shop. 
 
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