Aiming to connect with the new age of customers that seek research and information beyond traditional dealerships, our challenge was to recast the showroom experience and reach out to a wider audience, to meet consumer expectation for more self-steered and non-pressurised environments.
Creating self-steered and non-pressurised environments
Our partnership with Green Room is due to their great understanding of human experience and our vision to put this at the heart of the business. Green Room’s strategy and concept through to build capability also makes working with them an excellent all-round solution for us, and we are pleased with the impact and flexibility of the pop-up programme.
Giving consumers what they need in terms of easy access, an environment where they can customise their experience at their own pace, this was the norm that people expected from the new, ‘self-styled’ automotive brand experience. However, to capitalise on how Mercedes-Benz could really own this space, we took inspiration from their successful customer relationship programme, capitalising on an untapped customer desire to engage with, and understand emerging driving technologies using immersive brand experiences.
In-store experience and accessible expertise to create memorable luxury moments
The solution was to take the cars out of the traditional showroom environment into pop-up installations where footfall is naturally high. Browsing customers are then encouraged to engage with the brand innovations through a collection of multi-sensorial micro-moments that go far beyond pure product; including an interactive AMG sound wall, a Formula One racing simulator and Ikea ‘smart’ car challenge.
The simulator created an unpressurised pull across the threshold to passing traffic -often a daunting moment in the emotional journey of the traditional car-buying experience – giving the opportunity to sit in a real Formula One car, take a podium selfie and browse a museum-style exhibit of exclusive Formula One paraphernalia. This was combined with a motion-sensitive light technology show, activated by passing foot traffic.
The AMG sound wall developed to showcase the superior performance technology used in this product, created both an educational and entertaining interactive display.
Further features include the integration of the Mercedes-Benz ‘smart’ touch configurator, where customers can visualise and customise their next car, also an on-site test drive area for those keen to trial one of the Mercedes-Benz range at each pop-up, allowing the customer to start, pick up or pause the buying process at their leisure.
The pop-ups were evolved through-out each location through storytelling, in-store experience and accessible expertise to create memorable luxury moments.
The results driven across pop-ups in 2016...
million opportunities to see