BMW Concept Studio Project

Page 1

THE FUTURE of RETAIL

INCREASE CUSTOMER LOYALTY

'the commuter' modern mainstream

upper middle class, educated values: luxury, status, safety, efficiency, speed, aesthetics, craftsmanship, quality, reliability lives outside NYC, comes in for weeks at a time

shapes

present

past

future

influences

product driven scenario to an experience driven

outcomes

environment

social platform

branded behavior

engagement

personalization

co-production and participation in design process

establishing brand as a lifestyle, instead of just a product, 'living the brand'

highly detailed data streams services and products tailored to individual needs

li a re

bi

sense

act

feel

5

modules of experiential behavior

relate

think

lity

eff icie

u t into the fu lity a qu

st yle

st

ep

re

reliable peer reviews, encouraging social 'face to face' interaction

ncy

hip safety craftsmans

BMW strives to be the #1 luxury and performance brand in the US and establish themselves as the leader of innovative, sustainable and affordable performance cars.

2025 CUSTOMER PROFILES

2025 - the retail environment of the future will shift from a

efficiency technology planning

patience fashion stubborn

'the achiever' upper liberal

upper middle class, educated values: luxury, status, safety, efficiency, speed, aesthetics, craftsmanship, quality, performance lives in NYC, works in NYC

efficiency strategy reliability

technology emotion temper

'the innovator' post modern

middle class, educated values: sportiness, sustainability, safety status, performance, innovation, efficiency, aesthetics, speed lives in NYC or outside works in NYC

motivation technology confidence

hyperactive selfishness impulsive


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