BMW taps Apple's Genius model to educate customers

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BMW is taking a page from Apple with a Genius-like program, according to a report.
The automaker told Advertising Age in an article today that BMW is planning to launch its program Genius everywhere across the country next year that will aim to educate customers without having to try to sell vehicles. The “geniuses” will young – possibly college students – who are armed with iPads. They’ll be able to answer questions about the vehicles on the showroom floor.
According to BMW, which was inspired by Apple’s Genius service, the program will help marketers. With mates roaming the show floor, the first set of questions that can be answered without sellers involved.BMW model ‘s is a take on Apple’s Genius bars, which offer support for the company’s products. However, unlike most Apple Genius efforts, aimed at handling problems with products already purchased and educate the community about your devices, BMW workers provide information prior to purchase.
BMW is by no means the only company that has looked to Apple for inspiration. Best Buy, for example, intends to modify its store designs to make them more open and focused on the product. Best Buy also has established a “bar” for guests to learn about the products that are sold in the store.
BMW plans to launch its program Genius everywhere across the country in 2014. The company will launch a pilot program in the U.S. later this year.

via CNET

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