According to a story on AppleInsider today, car manufacturer BMW has been so inspired by the way Apple deals with its customers in its retail stores that it intends to take a leaf out of Apple’s book when it comes to the retail experience. More specifically, Advertising Age, where the story originally appeared, says that BMW is set to launch its “Genius Everywhere” program nationwide in the US in 2014. As part of the program, college students and other younger employees will be supplied with iPads and told to act in a similar way to Geniuses in Apple retail stores, which is to say they should help the customer by answering any questions, and generally help make their shopping experience in the BMW showroom go smoothly. The high-end car retail business is of course a lot different to that of Apple, so AppleInsider says that the BMW Geniuses will act as salespeople, with their job being solely to deal with customer queries. Should the customer then want to buy one of their nice shiny cars, they will be handed over to the care of a salesperson to seal the deal. As AppleInsider notes, the fact that such as brand as BMW publicly acknowledges the success of Apple’s retail model is quite the feather in Apple’s cap.
Source: BMW to deploy iPads and mimic Apple Genius program to serve customers