This use of technology aids in BMW's "relationship marketing" efforts to interact in an ongoing basis with its customers.
Relationship marketing refers to a type of marketing that shifts focus far from deals exchanges to accentuate consumer satisfaction. It alludes to a short-term arrangement where both the purchaser and dealer have an enthusiasm for giving an all the more fulfilling trade. This methodology endeavors to disambiguiously rise above the straightforward post-purchase exchange process with a client to reach by giving a progressively all encompassing, customized purchase. Consequently, relationship marketing utilizes this experience to make more stronger ties between buyer and seller.