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
iWINDOW NYC Projection of cars in real-time on a giant window. Future reflections of the vehicle passing by.
?
BUT what about traffic... parking... safety...
I think it's no exaggeration to say that the health and prosperity of humanity during this next century will depend very much on how effectively we are able to run, design and hopefully improve the cities in which we live, Ian Foster, Director, Computation Institute
RETAIL CONCEPT 2025: The population of NYC has skyrocketed and is still increasing. The most densely populated city in the US, the new city is envisioned as open streets, no traffic jams, clean air, no pollution, prosperity and well-being. The BMW transit system and data infrastructure was launched in 2015 to provide the ultimate exit strategy in order heal and regenerate our environment and cities by reacting to traffic density. BMW's future-forward retail strategy explored the transformation of product to service; no longer selling cars in the big apple, they sell a lifestyle instead. The company sets a precedent for the future of transportation within our most densely populated urban areas.
In one week the window transformed 248,000 cars into BMWi cars saving commuters over $493 million in fuel.
of the Provide an anticipatory and exclusive 'park and ride' experience throughout New York City that emphasizes and promotes BMW's core values:
sustainaibility luxury innovation performance The idea: an individualized transit infrastructure that offers what the existing system doesn't: exclusivity, personalization, and speed combined with sustainability and ultra-efficiency.. Nineteen years later the system has grown exponentially encouraging other automobile manufacturers to take the leap in response to pressing environmental issues. BMW remains one stop ahead and has taken responsibility to provide a fast and safe link to the future BMW is not just a car, it's a lifestyle.
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BMW HUB
HUB SPOT
carmuseumtransit
Pop-up hub:
Touchpoints: car drop info bridge BMW pods museum floor window to the future
Waiting:
individual, virtual LCD's: maps and schedule, site specific info, services beyond transit info
Floor sensors:
data recognition and collection through interactive floor design to create a captive portal 1st floor arrival
2nd floor info bridge
3rd floor museum
Speed:
optimized data streams and infrastructure to ensure user satisfaction
public platform, enter and exit pods, connection point for users, brand station for continuous and seamless transit experience
CAR DROP pod enter
pod exit
info bridge
info bridge
car pick-up
car drop-off
platform museum floor future window
1st floor
Motion based interaction: tunnel moves with user
enter visitor
car enter
car exit
2nd floor
Visual touch points: visual connection from platform to BMW service process
Laser screen:
vehicle is scanned when entering, for condition and data, upload of history and reservations
3rd floor
Laser screen: data collection, screening for updates, condition, maintenance, info
Captive portal:
personalized info, nature themed for regeneration, content tailored to customer profile
Automated parking:
safe, convenient, fast, seamless, transitions, tuned to customer preferences
departure
arrival
section concept sketch
Captive portal:
changing appearance tuned to individual 1st floor arrival
2nd floor car drop
3rd floor museum
Info bridge: virtual personalized hotspot
BMW PODS
INFO BRIDGE Motion based interaction: tunnel moves with user, it's where its needed, privacy, defining space
Touch and gesture based interactions:
work, sleep, relax, prepare, enjoy, communicate, sit, talk, call, engage, socialize, eat drink - individual hubs tailored to specific needs, flexibility in function and appearance incorporated technology: Auditory Based Interaction, Motion Based Interaction, Thermal Imaging, Touch- and Gesture-based Interaction
transparent LCD screen moves with the user tranparent, open, active car services: maintenance, repairs, wash, updates, checkups personal: itinerary info, calender, weather, orders: food and drink for transit
Hello Daniel!
You are going there. This is what's going on right now: ... Hungry?
Daniel,
Car update:
Your pod is reserved for 8pm. Anything to eat or drink for the ride?
Your X5 has been updated and is ready for pick-up scheduled in 3 weeks.
Events in the neighborhood: ...... Need umbrella? It's raining...
Transition: walk or stand on bridge:
floor sensors for passive analytics of
private, opaque, passive
Extent visit at the .....?
personal data display
bridge transformations
1st floor arrival
2nd floor info bridge
3rd floor museum
MUSEUM FLOOR Transparent LCD screen: responsiveness:
environment sensors react to individual needs, with screen pop-ups through touch activation
Network:
visual connection to BMW service on lower level, anticipation arrival, curiosity
Touch/gesture-based interaction: technology creates environment to desired functions and conditions
Virtual realities:
interactive floor design give real time insight to BMW history and background, learn about ultimate 'green streets' goal
Augmented realities: Holograms telling the BMW story from beginning to the ultimate goal 1st floor arrival
2nd floor departure
3rd floor museum
WINDOW TO THE FUTURE Touch based interaction:
window of the future can become window of the present upon touch activation
Touch based interaction: 'transformation screen' experience the transformation to a healthy and prosperous NYC
Interactivity:
interaction with elements in the environments that respond to touch and needs of individual
Education:
learn about effects of traffic and solutions on interactive screen, real time experience through live traffic cam of NYC
LIVE TRAFFIC CAM
ULTIMATE GOAL:
reduce emissions and traffic density by 2025, transform streets into green spaces 1st floor arrival
2nd floor departure
3rd floor museum