Dealerships must find a way how to  showcase the wide product range of BMW on limited space but also  to increase the attractiveness of their showrooms.​

AUTOMOTIVE

accelerate purchase decisions with Virtual Reality  

Client
BMW Group

Project
VR @Retail

Through the use of Virtual Reality (VR) the customer experience gets enhanced, the sales process is accelerated and the exhibition space in city centers is used in a space-saving manner through virtual product presentation. 
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Customer’s buying behavior is changing. Instead of visiting large  dealerships in industrial areas, customers prefer showrooms in inner-city locations. Therefore, dealerships must find a way how to  showcase the wide product range of BMW on limited space but also  to increase the attractiveness of their showrooms.​

In order to bring Virtual Reality in many markets, a convincing buy-in was  needed. Therefore, an international rollout concept had to be  developed that also included a training concept on how to enable  store personnel in the usage of VR and its technical  implementation. 

 ​Besides the rollout concept, the VR solution needed to be further  developed in order to meet the market needs and requirements.​

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approach in detail

1

User story design to optimize the Customer Experience.​

We set up  an  user story management in order to efficiently track  and rapidly solve defects but also to improve the VR software  based on customer and dealer feedback.​

2

Integration of the new virtual touchpoint in Customer Journeys​.

We designed the relevant customer journeys inclusive VR as new  touchpoint in order to guarantee a seamless Customer Experience. Based on the  Customer Journeys use cases had been derived.​

3

Management of market specific adaptions.       

We collaborated intensively with markets to qualify them for the  implementation in their dealerships. ​

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