National Motors, BMW Korea’s official dealer, is strengthening its services that focus on individual customers’ experiences and lifestyles. Its strategy is to increase customer satisfaction by providing more delicate services. This means that as the importance of individuals expands, they will focus on “me” and approach customized in an era where more and more people consume for “me.” A typical example is the introduction of a regular subscription service for repurchasing customers, reflecting the trend called “ME economy.”
BMW National Motors launched a regular subscription service named “BMW Joy Plus” last year. It is a method of providing free regular subscription services to customers of National Motors who repurchased their new cars. Customers can choose one of the five subscription services consisting of flowers, beans, tea, wine and books and receive regular delivery once a month. It started pilot operation in May last year, and later switched to regular service as customer satisfaction increased.
If you repurchase BMW, you will get a free regular subscription for flowers and wine…Customers, “Very satisfied”.
Subscription products are carefully selected in partnership with lifestyle subscription service companies. Experts in each field analyze and prepare the age, taste, and interests of BMW’s National Motors customers. If you subscribe to “The Ver” regularly, a florist with 30 years of experience regularly delivers a variety of flowers for the season. Purple Dog is a regular wine subscription service. Customized wine carefully selected by wine experts is provided every month.