OpenRoad Auto Group has come up with a new way to drive traffic back to The BMW Store and help market the brand.
The British-Columbia based dealership group recently launched a BMW “pop-up” shop at Oakridge Centre Vancouver, making it the first of its kind for the brand in Canada.
Though the temporary location does not allow direct sales, customers can browse through vehicles and a variety of BMW merchandise while they are shopping at the upscale mall.
OpenRoad associates are on hand to provide information, register visitors for test drives and connect customers directly with sales associates at The BMW Store, said the dealership group.
“We’ve already seen that by bringing our product to a venue where our customers are already shopping is proving to be a beneficial marketing strategy for our dealership,” said Dimitri Kotsalis, General Manager, The BMW Store, in a written release.
“We’re seeing great potential by positioning the brand in this non-traditional setting and the response so far has been very positive,” Kotsalis added.
