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Inspired by Apple retail stores, BMW is requiring dealers to hire young, tech-savvy employees to handle questions about its vehicles on the showroom floor.
The "BMW Genius Everywhere" program is slated to go nationwide in about a year, with specially trained employees -- many of them college students -- patrolling dealerships with iPads in hand. The BMW "geniuses" will be available to inform shoppers about vehicles and features, but they will not sell cars.
The approach is similar to the Genius Bar program in every Apple outlet -- product explainers and troubleshooters
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The entire CE industry stands at a technology crossroads. There is a clear choice at the fork in the road: Innovate or find alternative avenues for growth.
For retailers, there are several key shelf management metrics that lead to successful product engagement. Gen One Ventures offers ten principles that can help to create profitable brand and product engagements:
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