BMW is piloting a 3d augmented reality (AR) experience app in select car showrooms
Powered by Google's AR technology Tango, the app allows consumers to customize cars and interact with virtual life-sized versions of BMW's i3 and i8 cars in realtime. The i Visualiser is available in select BMW sales outlets and as Tango-enabled smartphones become readily available there are plans to make the app available through Google Play. Built by Accenture for BMW's Future Retail programme, the i Visualiser lets users customise features such as interior colours and finishes as well as exterior colours and wheels. The AR experience is proving invaluable for high-end retailing where there is often an emotional connection between consumer and brand.
"Our vehicles are emotional products and to get that emotional feeling, you really need to experience them." - Andrea Castronovo, BMW Group Vice President, Sales Strategy and Future Retail
Users are encouraged to share their vision of the perfect car on social media thus inviting the collaboration and peer promotion which is proving to be so successful in driving brand loyalty.
image courtesy of bmw
Technology is driving unprecedented change within retailing. Even in sectors characterized by infrequent, high-value purchases that have traditionally relied on the personal sales touch times are changing. Many car buyers are choosing to research their options online instead of visiting dealerships and car manufacturers must explore new tools to influence consumers who are reluctant to visit showrooms. The i Visualiser allows consumers to browse options and try before they buy in an entertaining and safe environment and creates a more seamless multichannel experience for BMW.