Work/BMW

Redefining the showroom experience across nationwide BMW Group dealerships

We partnered with BMW Group Australia to evolve their customer showroom experience, transitioning from a third-party platform to a bespoke solution that gives BMW and MINI greater control and improved governance over a premium in-store experience. The result is a reliable, feature-rich platform now used in 60+dealerships across Australia and New Zealand, redefining how customers engage with both brands at the point of purchase.

"Modern BMW showroom with several luxury cars on display, including a red, green, and yellow model. The space features high ceilings with grid lighting, large glass windows letting in natural light, and a stylish lounge area with contemporary seating and plants.
BMW iX1 eDrive20 vehicle displayed on a website configurator, showing specifications such as 5 seats, electric engine, automatic transmission, and a price of $209,000 AUD drive away. The vehicle is shown in Cape York Green metallic, with light alloy wheels, and highlighted features including performance, upholstery details, and package options.

Challenge

As customer expectations and digital capabilities continue to evolve, BMW Group Australia identified an opportunity to further enhance the in-store experience across their nationwide dealerships.

While the existing solution provided a foundation, it offered limited flexibility for brand integration, centralised management, customisation and future development. This made it difficult to fully reflect the premium standards and seamless customer journey that BMW and MINI brands are known for.

Solution

We delivered a modern, BMW and MINI-owned showroom companion app that seamlessly blends digital and physical experiences:

  • Mobile-first showroom platform
    Built on Next.js and hosted on Vercel, the platform is optimised for in-showroom tablets, ensuring smooth, fast user experiences with offline capability.
  • Physical - digital integration
    Dealers connect tablets directly to showroom vehicles via VIN lookup, creating an augmented experience where customers explore digital specs while viewing the vehicle.
  • Real-time vehicle data
    Direct integration with BMW and MINI's systems provides up-to-date specs, supporting both customer self-service and dealer operations.
  • Premium discovery features
    360-degree vehicle imagery, intuitive comparison tools and seamless gallery navigation help customers explore every detail of their potential BMW and MINI.

Impact

The platform has made it simple for customers to explore and compare vehicles independently when visiting a showroom, while giving dealers a reliable tool that supports high-quality customer engagement and a premium brand presence.

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Active in 60+ BMW and MINI dealerships

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4200+ monthly sessions showing strong adoption

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Foundation set for continuous enhancement of the customer experience

Blue BMW X6 M Competition SUV displayed inside a modern showroom, positioned next to a sleek black and red information stand. The car’s front half is visible, with sunlight reflecting off its glossy surface and city buildings in the background.
a hand pointing at a tablet screen that is next to a car inside a BMW dealership. The screen has an image of the car and specifications about the car
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Comparison display of various BMW electric vehicles on a website, listing key features like acceleration times, engine performance, upholstery and trim options, and top speed. The comparison highlights differences in specifications such as power and body type among several 5-seater BMW models.
“We were looking for a business partner who understands premium automotive retail and the importance of delivering a seamless, high-quality experience for both our BMW and MINI customers. Our new platform complements our showroom environment, elevating the digital layer of the showroom and enhancing how customers engage with new models displayed on the showroom floor.

Michael Lynch, Head of Customer Management, BMW Group Australia

The Inlight team standing in front of the front desk at the BMW office

Technologies

  • Next.js
  • Node.js
  • Vercel
  • Auth0
  • Hexnode

Services

  • Digital product strategy
  • Platform architecture design
  • API and integration
  • Experience design
  • Cloud infrastructure

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A family-friendly website features a search tool for car safety based on make or number plate, with an inviting visual of a parent holding a child beside a modern white SUV. A slider allows users to set their budget range for finding safe cars.

Linfox

Streamlining logistics through self-service portal

A row of large, modern Linfox trucks is parked outdoors. The trucks are painted in the signature Linfox colours of yellow and red, with bold Linfox logos visible above the windscreen and on the side. The trucks are Scania brand, with the model “P450” displayed. The sky is partly cloudy, and the trucks are lined up on a concrete surface.
A digital dashboard from Linfox’s Track & Trace system displays a list of shipment records. The screen features columns for shipment ID, reference number, pickup and delivery locations, along with the delivery status such as “Delivered,” “In Transit,” “Processed,” or “Last Mile.” Filters for date, location, and status appear at the top, and the logged-in user is “Elyse Denny.”
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