BSM concept more welcoming to drivers

Motoring school BSM has appointed Bisset Adams to develop new retail formats for its branches in a bid to reposition itself in the market.

The consultancy is also working on the implementation of new driving simulators, designed to appeal to first-time learners, in existing branches.

BSM marketing director Lesley Miles says the company wants to make its branches less intimidating for young learners. “[The branches] now are more like offices and we do a lot of business over the phone. We want people to feel that they can just drop in.”

There are nearly 150 BSM branches. The first to use the Bisset Adams BSM Centre concept are set to open in September. The project does not involve changes to the BSM identity, created by Coley Porter Bell.

Bisset Adams director Roger Adams says research showed the “fear factor” is a major influence on young drivers. The new concept branches, plus the driving simulators, aim to make the BSM Centres more welcoming.

Bath consultancy Design Group International is working with Bisset Adams on internal graphics and merchandising.