Managed by Stephen James BMW, the store is staffed with eight “product geniuses” that are specially trained team members who demonstrate the vehicles’ features in a more casual environment than a traditional dealership.

The UK Urban Store – located in the same centre as Rockar’s Jaguar Land Rover shop – uses online technology to assist the buyer, including a ‘Click and Buy’ iPad wall with pre-configured specifications on the BMW vehicle range.

It also has a ‘Pick and Buy’ smart touchscreen table with toy versions of car models that open interactive displays to highlight the vehicles’ features, a Scalextric track and for BMW owners, free coffee in the Isetta Bar.

As a modern alternative to a sales executive, Pepper the Robot gives visitors information about the store, receives customer feedback and takes contact information from customers wishing to continue with a vehicle purchase.

The store also has a rotating selection of three new models, starting this month with the BMW X2 20d M Sport, the 218d Luxury Gran Tourer and the 118i hatchback.

BMW UK CEO Graeme Grieve said the Urban Stores reflect the values of BMW’s brand “with a focus on technology, efficiency and pleasure that is delivered in a way that benefits the customer”.

By Neil Dowling