Case Study: BMW achieves increased customer engagement and retention with Walkbase

How Launching New Bmw Models Affected Customer Behaviour and Retention in Showrooms

BMW needed to understand how new model launches, showroom events and window marketing were driving customer engagement, retention and sales across its Park Lane showrooms. To measure and optimise these costly, multi-channel launches the automaker worked with Walkbase, deploying Walkbase Analytics’ Wi‑Fi and in‑store analytics to track footfall, dwell time, capture rates and repeat visits in real time.

Walkbase’s solution revealed large, launch-specific effects and enabled targeted changes: for example, Motorrad’s anniversary drove 50% higher footfall on the day, 15% repeat visits and a 3x capture rate from window displays; the Series 4 saw a 38% higher capture rate the week after launch and 60–129% higher retention at one–two weeks; X5 had a 78% higher capture and 20% more footfall on launch day; BMW i produced 100% higher launch‑day footfall and a 441% higher capture rate (216% capture after one week). Walkbase’s insights also showed window marketing could change capture rates by up to 63% and stopping outside by up to 42%, enabling BMW to optimise events and improve marketing ROI.

BMW