BMW China’s new ‘The Convenience Store’ seeks to make buying car as easy as buying sneakers

BMW Convenience Store

Shanghai, China – Automotive manufacturer BMW in China has launched ‘The Convenience Store’ on its flagship store in e-commerce TMall, in order to deliver a completely new brand and product experience for a younger generation of car enthusiasts. 

The concept, which was created in collaboration with creative agency TBWA’s Juice Beijing, has been designed to remove traditional barriers associated with purchasing a car, making the experience as seamless as buying the latest pair of sneakers. 

Moreover, ‘The Convenience Store’ integrates popular culture, technology, and service with a brand-led approach, which includes door-to-door delivery, online bidding, car customization, and lifestyle collectibles.

Through door-to-door delivery, customers can now view a model and reserve a test drive with door-to-door delivery without ever stepping into any physical store, while the online bidding is for limited edition cars, where customers can bid to get hyper limited-edition models immediately, avoiding a long waiting list. 

Furthermore, the car customization will enable customers to customize exterior color, wheels, and interior materials for key models enabled by BMW Visualizer tech. And lastly, the lifestyle collectibles will allow customers to purchase a full set of limited edition designed collectibles.

In addition, the initiative includes the BMW pop-up ‘The Convenience Store’ in Huaihai TX, which is the latest street culture landmark in Shanghai. The real-world pop-up provided a complementary sensory experience including Yee’s crafted miniature art cars and collectibles on display, and different art installations to represent the different service experiences in an avant-garde style, mirroring the virtual store.

BMW China has appointed Chinese singer Jackson Yee as its new-generation ambassador to introduce ‘The Convenience Store’ across phygital channels Yee’s creative process in crafting unique miniature BMW art cars, T-shirts, and paintings became the highlight of the lifestyle collectibles.

For customers to gain access to the pop-up, they will simply register at BMW TMall Store to become members.

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