Brand experience in the digital age: Mercedes-Benz with new brand presence in retail

Brand experience in the digital age: Mercedes-Benz with new brand presence in retail

27.02.2018: Mercedes-Benz is showcasing its new brand presence in the first showrooms. As the first international showroom, Hong Kong gives a thorough insight into

 Mercedes-Benz is showcasing its new brand presence in the first showrooms. As the first international showroom, Hong Kong gives a thorough insight into the future world of experience.

In Germany, customers can experience the new concept in Flensburg, where the brand with the star is showcasing how it will be experienceable virtually and in reality in future when the showroom becomes a stage.

Within the context of the "Best Customer Experience" marketing and sales strategy, the premium brand is modernising its appearance in the exterior and interior area of its retail operations. In so doing, Mercedes-Benz is more strongly focusing on customers' needs: the aim is to create a fascinating brand experience at the point of sale through a combination of spatial design, innovative advisory processes and the introduction of digitalisation in advice, sales and service.

With its "Best Customer Experience" marketing and sales strategy, Mercedes‑Benz is further aligning its global sales and service for the future. With the new brand presence, the premium brand is redefining the role between the real and digital world in sales and service and is bringing together the benefits of both worlds. In so doing, the focus is on optimal customer care and a holistic brand experience of modern luxury from Mercedes-Benz.

"With the new brand presence, we are creating an innovative world of experience for our customers. Through the combination of personal contact and digital elements in advice, sales and service, our point of sale becomes a point of experience," says Britta Seeger, Member of the Board of Management of Daimler AG, responsible for Mercedes-Benz Cars Sales.

 This will greatly enhance the quality of personal advice: the discussion atmosphere between advisor and customer benefits from media that supports their dialogue as well as the new world of experience in the car dealership. All information relating to the vehicle becomes more tangible for the customer thanks to the new presentation forms.

It's not only customers who benefit from the new brand presence - it is also a clear sign for the approximately 6,500 Mercedes-Benz locations around the world. Bricks-and-mortar retail will serve as a personal point of contact for all customers and interested parties in the digital age, too, and will be a mainstay of Mercedes-Benz sales.

 In addition to virtual contact, there will always be a personal customer contact in future. In line with the philosophy of customer centricity, Mercedes-Benz focusses on customers and interested parties, offering them a premium brand experience across all points of contact.

Point of sale becomes a point of experience

All retail elements were considered and modernised with the new appearance at the point of sale, from the reception, sales and service to delivery. In future, the showrooms will become a stage for products and services.

Supported by media, a brand space will be created where customers and interested parties experience the brand virtually and in reality. The point of sale becomes a point of experience, a place to encounter the Mercedes-Benz Cars brand family. Designed in cooperation with the Mercedes-Benz Design Team, the new brand presence reflects the design idiom of modern luxury and also makes this more intensely experienceable in retail.

The Hung Hom location in Hong Kong shows what the new brand presence looks like in an international context. Hung Hom is a typical example of an urban showroom in an optimal inner-city location with restaurants and places to shop.

Customers here are experiencing the new level of quality in advice, sales and service after a short renovation period of just seven months. All the core elements of the new brand presence including mobile advice and new processes in sales and after sales have been consistently implemented in Hong Kong in the context of the realignment of the sales network.

New job profiles for sales personnel are an essential part of the new brand presence. They ensure that the increasing product complexity and digitisation are taken into account, as well as the individual needs of customers. For example, the product experts explain the special features of the models and their technologies directly on the vehicle or on digital devices and screens to interested parties.

The Star Assistant helps shape the entry into the Mercedes‑Benz brand world for the customer. The new job description also plays a key role: The Star Assistant is the first contact for the customer at the reception in the showroom. The customer's concerns are clarified in a personal conversation. As part of the new reception situation, the customer is then immediately forwarded to the appropriate contact person for advice or a service or sales conversation.

Setting up a drive-in service reception also illustrates the consistent alignment towards customer requirements and enables optimal customer care in combination with the integrated customer contact surfaces for sales and after sales. This has been demonstrated after just a short period of time in a clear increase in customer frequency.

Hung Hom also serves as an example of the modularity of the new brand presence, which allows for classic locations in suburban areas as well as other format types, for example in the inner city. The basis for this are standardised global basic principles, which allow numerous applications when implementing the brand presence. This means that in the near future, new formats will be possible in Mercedes-Benz brick-and-mortar retail. Customers in Germany can experience the new brand presence in Flensburg.

Elements of the new brand presence

New processes and level of quality in terms of advice

Advice in sales and service has been re-conceptualised and can be individually tailored to the customer to an even greater extent. Processes become detached from previous information and advisory situations: customers are advised situatively and on the move. Stiff furnishing with desks is passé.

Showroom employees use media surfaces or mobile end devices flexibly and as required, and advise the customer in various spatial situations, depending on the type and requirements of the personal conversation. In the specially designed lounge areas, advice, sales and service conversations can thus take place in a relaxed atmosphere. The integration of the new job profiles also contributes to this.

 Thus, for example, product experts advise the customer on the vehicle and its functions and support test drives.

Integration of digital media

One focal point of the new brand presence is the amalgamation of the analogue and digital world. Digital media and the possibilities it presents are used creatively to support conversations in person. Above all in advisory and sales situations they allow for a previously unknown brand and product experience for the customers.

Alternating use of medial surfaces with brand, technology and lifestyle topics not only support the presentation and explanation of the products and services of an ever increasing portfolio, but also ensure highly emotive and individual advice and sales.

New reception situation

The new brand architecture is experienceable even when entering the showroom. In future, the entrance will be designed as a personal welcome gesture. The welcome and initial informal customer meeting take place at high tables grouped together in a relaxed manner.

 The customer experiences comprehensive care regardless of internal units. The new role of the Star Assistant as a host and the "first face" of the brand ensures a very welcoming atmosphere at reception.

New showroom architecture

The architectural concept of the showrooms contrasts with a silver-white roof or celling design thanks to a black interior landscape. Spatial boundaries within the building are kept to a minimum to deliberately create an open-space feeling. A largely transparent building façade creates a flowing transition between the interior and exterior areas.

The concept is modular in design and is oriented to the needs of customers and interested parties. Thanks to their flexibility and variability, the brand presence's individual elements allow a high degree of spatial applications and formats, and thus a consistently applicable CI/CD. This enables individual consultation and sales processes with a standardised global brand presence.


- Mercedes also photos


27.02.2018 / MaP

More News

The BMW Group at the Mobile World Congress 2018 in Barcelona
The focus on the customer and their requirements underpins the BMW Group’s presentation of the next steps on the road to digital and intelligent connectivity between the driver and vehicle at this year’s Mobile World Congress (MWC) in Barcelona, tak more >>
SEAT becomes the World’s First Brand to Integrate Shazam in its Cars
The car of the future at the MWC •    The company partners with the popular music-discovery app to safely allow users to identify music through SEAT DriveApp•    XMOBA is created, a new company which id more >>
Porsche introduces blockchain to cars
Fast and secure transactions thanks to decentralised protocolIn collaboration with the Berlin-based start-up XAIN, Porsche is currently testing blockchain applications directly in vehicles. This makes the Zuffe more >>
BMW Group plans joint venture for MINI electric vehicles in China
-  MINI brand set for growth with local partner - No plans for additional sales organisation in China - Expansion of BMW Brilliance Automotive joint venture The BMW Group is in advanced d more >>
Volkswagen Group provides active support for use of electric cars
-   50 e-Golf1 vehicles handed over in Hamburgphoto caption: Frank Horch, Senator for Economy, Transport and Innovation in Hamburg, and Ludger Fretzen, Head of Group Strategy for New Business of the Volkswagen Group, handed the cars over to their n more >>
Research campus ARENA2036
– The event "Tomorrow" provides an outlook on mobility and production of the future    For the ARENA2036 research campus, the University of Stuttgart supported by the European Regional Development Fund (ERDF) has constru more >>
Audi tests “virtual reality holodeck” for faster product development
Joint work in realistic, virtual environment        Virtual-reality room creates three-dimensional impression of new models  Audi is now testing a so-called virtual-reality holodeck for assessing the d more >>
Groupe Renault and EEM create first “smart island” in Porto Santo
    Europe’s electric vehicle leader Groupe Renault and energy supplier Empresa de Electricidade da Madeira partner to facilitate the energy transition in Porto Santo island, Portugal.    Smart electric ecosystem based on four key pillars: electric vehicles, stationary energy storage, smart charging and vehicle-to-grid (V2G) charging more >>
Mobile World Congress Barcelona: What does a connected car do for you?
    Having your online shopping delivered straight to your boot or turning on the heating at home from your car is now possible thanks to the connected car    Apps such as Waze let you share traffic information in re more >>
Toyota develops new magnet for electric motors
....aiming to reduce use of critical rare-earth element by up to 50%    World's first neodymium-reduced, heat-resistant magnet developed by Toyota    Key element of the foundation required to popularize electrified vehiclesToyota Motor Corporation (Toyota) announces that it has developed the wor more >>
Groupe Renault partners with E-VIA FLEX-E project
09.02.2018 boost development of High Power charging infrastructureGroupe Renault has joined the E-VIA FLEX-E consortium the first High Power charging network for electric vehicles in southern Europe.    Under this move, Groupe more >>
Porsche sets new quality benchmarks with its Inno-Space
Augmented reality revolutionises quality managementFor the past 70 years, Porsche has been synonymous with sports car construction at the very highest level and with an excellent quality standard. Around two thirds of all Porsche vehicles ever produce more >>
SEAT and Orange join forces to promote the development and use of the connected car
Photo caption: Arantxa Alonso, SEAT Head of Business Development, and Luis Santos, Orange Director of Innovation and New Digital Services for Spain.    Both companies aim to turn the car into the user’s second digital home more >>
BMW Group UK announces chosen start-ups for Innovation Lab
-   BMW to build on the success of its inaugural BMW Innovation Lab 2018 with five new start-ups.-  BMW Group in the UK has announced the selection of five start-ups for the BMW Innovation Lab 2018.The start-ups will no more >>
McLaren Technology Group announces partnership with Airgain
.... to drive automotive innovationAirgain wireless connectivity capabilities to accelerate performance on and off the trackphoto caption [L-R] Airgain President and CEO Chuck Myers with McLaren Technology Group Executive Director Za more >>
Speedy transformation and innovation that is brought by customer service consulting remains in high demand
PwC is rated as a Vanguard Leader in ALM’s report on Customer Service Consulting The post-millennial generation is primed to overshadow the other buying generations in the market today, and companies seek to understand their needs and meet their expectations. more >>
The Road to PyeonChang: Andrea Eskau’s New Sled
Technology honed in Formula 1 and the Le Mans 24 Hours has delivered a ski sled which has helped take the performance of Andrea Eskau to new heights as she prepares for another gold medal challenge at the Paralympic Games in PyeongChang and Tokyo.&nb more >>
Billig-Katalysator macht Brennstoffzellen attraktiv
Drastische Kostensenkung über den Ersatz von Platin durch Kobalt  Fasern mit Nanopartikeln ermöglichen flexiblen Katalysator (Fotos: more >>
Juniper Research names moovel Group as leading disruptor in mobile ticketing
    Market report predicts company will significantly grow and impact the mobility sector with transportation solutions    In 2017, 22.3 million transactions have been made via moovel apps more >>
Daimler Hackathon: innovative ideas from India
Photo caption:  The winning team „V1“ at the Daimler hackathon in Bangalore. F. r. t. l.: Aadi Jain, Anmol Singhal, Saurabh Manish Raje, Nischay Singh and Manu Saale, CEO MBRDI.    24-hour hackathon i more >>
Audi Smart Energy Network pilot project: eco-electricity intelligently managed
Stationary home battery as energy buffer for electric car and grid management        Unique: interaction with the power grid Automobile, home and power supply combined to form an in more >>
Audi Ideas Program sets new record in full-year 2017
Good ideas from employees: AUDI AG saves approximately €108.6 million in 2017 Implementation of 15,000 improvement suggestions from Audi employees  photo caption:  Two auto‑mechatronics apprentices, Alexander Herbig a more >>
BMW Group acquires Parkmobile LLC
16.01.2018 become world’s leading provider of digital parking solutionsThe BMW Group has acquired Parkmobile, LLC, the largest provider of mobile parking services in North America, in January 2018, making the BMW Group the leading internation more >>
The light technology on the new BMW M8 GTE
Innovative and inspiringOver the course of the 2018 motorsport season, the drivers at the wheel of the new BMW M8 GTE will be able to depend on a strong ally, which will be particularly beneficial at 24-hour races: the high-pe more >>
Mercedes-Benz on automated test drive in the USA
Final leg of the Intelligent World Drive: On the road to autonomous driving: When the school bus stops, all other vehicles around have to stop too. Speed limit signs exist that are not found anywhere else in t more >>
Hyundai, Cisco collaborate to produce a hyper-connected car
Hyundai Motor Company and Cisco has revealed a new technology roadmap that will enable next-generation in-vehicle networking with security. In addition, the companies shared their timeline for commercial deployment of 'hyper-con more >>
Renault - Nissan -Mitsubishi launches a venture capital fund
09.01.2018 invest up to $1 billion over five yearsALLIANCE VENTURES TO PRIORITIZE NEXT-GENERATION MOBILITY WITH $200 MILLION YEAR-ONE FUNDING -   New entity to act as main interface for start-ups, investors and the venture capital eco more >>
Volkswagen and NVIDIA to Infuse AI into Future Vehicle Lineup
Volkswagen I.D. BUZZ1 to Use NVIDIA Technology for AI Co-Pilot CapabilitiesVolkswagen and NVIDIA today shared their vision for how AI and deep learning will shape the development of a new generation of intelligent Volkswagen vehicles. more >>
Connected Car braucht mehr Drive
– Autohersteller müssen ihre Hausaufgaben machen- Trotz massiver Investitionen der Autohersteller nutzt jeder dritte Besitzer eines Connected Car die spezifischen Connected Features nicht aktiv more >>
World Flying Electric Vehicle Summit
Preferred rates and presentation proposal call closing end of the week ! Sunday 14th January is the last opportunity to benefit of the early bird registration fee to participate in the 1st Flying Electric Vehicle Summit that will take place more >>
Mercedes-AMG presents RACE Scout
04.01.2018 a new app-based platform for the global motorsport communityThe expansion of Mercedes-AMG’s involvement in motorsport is also progressing at a digital level. During the first highlight of the season, the Dubai 24-hour race, the performance brand from Affalterbach is launching RACE Scout, an innovative app. The online platform, conceptualised more >>
SEAT and Saba present Droppit, the app that delivers your grocery shopping directly to your parked car
First joint project since the signing of the agreement•    With this new app, users can place their shopping order at a virtual supermarket and have it delivered to their parked car in a Saba carpark•  &n more >>
World Flying Electric Vehicle Summit
World Flying Electric Vehicle Summit GENEVAFebruary 7th, 2018Organising and Scientific Program Committee unveiled !      Each proposal made for presentation more >>
Williams Advanced Engineering and Airbus Collaborate on Technology Innovation
Williams Advanced Engineering and Airbus have signed a Memorandum of Understanding to work together to bring Formula One-inspired technology and innovation to aerospace and share in the wealth of experience at Airbus. more >>
Mercedes-Benz opens new Advanced Design Centre in France
Mercedes-Benz adds to its global network of Advanced Design Centres. In 2018, the brand with the star will open a new Centre in France's "Silicon Valley" on the Côte d'Azur. With more >>
Mercedes-Benz on automated test drive in South Africa
On the road to autonomous driving:   Fourth leg of the Intelligent World Drive Road traffic in South Africa presents some very special challenges: different road surfaces, wildlife on more >>
MIA's International Energy Efficient Motorsport Conference
Innovation and Entertainment to be key topics at MIA's 12th International Energy Efficient Motorsport ConferenceThe key areas of race-bred technology development and audience-immersive entertainmen more >>
Swedish families help Volvo Cars develop autonomous drive cars
Volvo Cars will from today start developing its autonomous drive cars with help from Swedish families who will test its cars on the public roads of Gothenburg and feed back their impressions to Volvo Cars engineers.The first two families, the Ha more >>
CES Las Vegas 2018: Rinspeed Snap - the sum of its parts is greater than the whole
Snap - Let it click!Self-driving cars, stuffed full of short-lived IT components, will help solve the transport problems in urban areas in the foreseeable future - and not just there. To this end, Swiss powerhouse of ideas Rinspeed has desig more >>
2001-2021 copyright