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Virtual showroom for BMW motorbikes – DHL makes it possible

The pandemic has shut down showrooms, but it’s still possible to admire speedy machines and their sleek accessories. Wunderlich, a leading provider of BMW motorbike components, has a new virtual showroom featuring some 3,800 products.

Virtual roadshows, events and showrooms

The pandemic may have closed showrooms, but DHL Global Event Logistics kicked into high gear to innovate a solution. The subsidiary of DHL Freight has already made a name for itself with online internal events, such as DPDHL Group CEO Frank Appel’s virtual roadshows and DHL Freight CEO Uwe Brinks’ virtual townhall sessions and management conferences. The green screen room in the Post Tower in Bonn, Germany, is another example. These are just some of the many digital innovations developed by the team led by Johnny Primerano, Head of Scenic & Events, and Patrick Aßelborn, Head of Media & Event Technology, in response to the coronavirus pandemic. Now their 360° imaging solution is being used for the first time by an external customer – and it’s a big success. Wunderlich, a leading manufacturer of BMW motorbike accessories based in Grafschaft-Ringen near Bonn, is using the technology to show off its showroom in a virtual environment that’s every biker’s dream.

Before the photo shoot, the team at Wunderlich polished every last detail in its physical showroom so that DHL Global Event Logistics could assemble the footage to create a virtual showroom.

Picture-perfect space and motorbike products

Step right in! Despite the lockdown, a professional interactive showroom keeps the customers coming. It can also be used as a unique location for live events, such as in-house exhibits and meet-ups for bike enthusiasts.

“With all its functionalities, our interactive showroom is something I haven’t seen anywhere else in this form.”

Sven Cramer, Event Manager, Wunderlich

Primerano and his team photographed every square inch of the space. “We really got the showroom to look perfect,” says Sven Cremer, Event Manager at Wunderlich.

It took only a few key steps to capture the ultimate beauty shots of the BMW bikes and their premium accessories:

  • Before the shoot, the team at Wunderlich removed all documents and personal items from their desks, and stowed all tools out of sight.
Perfect lighting was key for the photo shoot.
Perfect lighting was key for the photo shoot.
  • The images were captured with a mapping trolley that takes 360° shots at regular intervals. “We took the photos in winter, so we had to shoot quickly because the technology requires a certain amount of light,” says Primerano.
  • The footage was assembled with special software by the team at Global Event Logistics in Gremberghoven, near Cologne, to create the virtual showroom.

“In our collaboration with DHL Global Event Logistics, we were impressed by their strong customer focus.”

Mirco Savic, Head of Online Marketing, Wunderlich

Interactivity tailored to bikers

“In our collaboration with the team from DHL Global Event Logistics, we were impressed by their strong customer focus and the transparency they brought to the task,” says Mirco Savic, Head of Online Marketing at Wunderlich. Among other things, he developed the landing pages for the showroom.

Every detail of every feature must be crystal clear in the interactive showroom. And of course there has to be the right motorbike flair.
Every detail of every feature must be crystal clear in the interactive showroom. And of course there has to be the right motorbike flair.

The virtual showroom puts a razor-sharp focus on details

From gas tank protector bars to luggage racks – each detail of every bike is in razor sharp focus. “We want visitors to be able to walk all the way around the bikes, just as they would in the real showroom,” explains Primerano. “For us that meant maintaining a distance of at least 1.5 meters for the shots with the mapping trolley.”

Navigating through the virtual showroom resembles browsing through the real showroom. Visitors move past bikes and shelving, stopping occasionally for a closer look before clicking onward.

“Showroom or virtual trade fair booth? During our talks it became clear that the showroom was the better option. The atmosphere simply comes across better that way.”

Johnny Primerano, Head of Scenic & Events, DHL Global Event Logistics

From virtual trade fair booth to showroom

At the click of a mouse (or a tap on the screen), visitors can navigate past the motorcycle displays and browse through shelves of accessories. “Originally Wunderlich wanted us to create a virtual version of one of their existing trade fair booths,” says Primerano. “But during our talks it became clear that the showroom was the better option. The atmosphere simply comes across better that way.”

Sven Cremer is happy with the result. “With all its functionalities, such as integration with our online store and the chat function, our interactive showroom is something I haven’t seen anywhere else in this form.”

After finding inspiration in the virtual showroom, customers are just a mouse click away from making a purchase in the online shop or ordering a catalog.

What bikers want: virtual shopping made easy

By clicking on the blue “W” on a motorbike, users are redirected to the matching accessories in Wunderlich’s online shop. Primerano’s team coordinated the contents with Wunderlich’s in-house agency. There are more than 3,800 products on offer.

The interactive showroom has several plus points compared to its physical counterpart. It’s available around the clock, provides unique perspectives and has a convenient chat function.
The interactive showroom has several plus points compared to its physical counterpart. It’s available around the clock, provides unique perspectives and has a convenient chat function.

Unique perspectives and a virtual peek behind the scenes

In the virtual space, customers can peek behind the scenes and view sides of the showroom they wouldn’t get to see during a physical visit:

  • By clicking a button on the lower left corner of the display, visitors can see a bird’s eye view of the showroom. From this view, it’s easy to access each motorbike and all the product shelves and work stations.
In Wunderlich’s virtual BMW motorbike showroom, users can even explore the body shop.
  • Users can even explore the Wunderlich workshop. Here, too, a click on each “W” reveals interesting info.
Customers browsing for bike components often have specialized questions. Now they can simply step right up to the virtual counter and launch the chat function to get expert answers.
Customers browsing for bike components often have specialized questions. Now they can simply step right up to the virtual counter and launch the chat function to get expert answers.

Discovering exciting motorbikes

The virtual showroom combines a sensational exhibit of top-class motorbikes and Grade-A service for customers.

  • Users can visit the virtual counter and use the blue buttons to launch a chat and get answers to any questions they might have.
  • Visitors who need more information after their purchase or want to continue browsing at home can order a variety of catalogs.

Thanks to Wunderlich’s virtual showroom, bikes and accessories are just a click away. Bikers can now easily gear up their custom accessorized motorcycles for a great new touring season.

Virtual showrooms, trade fairs and events: Anything’s possible

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