Mercedes-Benz – Creating a Brand-driven Retail Experience

A holistic approach to retail experience for one of the oldest Mercedes-Benz flagships stores

Recognizing the importance of branded experiences in the buying process

Mercedes-Benz recognized the need to enhance the retail experience and strengthen brand experience at Mercedes-Welt am Salzufer, one of its oldest dealerships. The goal was to align the retail experience with the brand’s premium positioning, ensuring it meets the expectations of luxury car buyers.
 

Working customer-centric with a cross-disciplinary task force

The project started with in-depth interviews and surveys of customers and employees to understand the existing retail dynamics and identify improvement areas. Insights into customer interactions and behavior were gained through interviews, observations, and mystery shopping. This research phase culminated in a series of workshops to create the retail experience strategy, which was developed through an intensive collaboration with an internal cross-disciplinary task force. The retail experience strategy not only focused on meeting customer needs but also aimed at motivating and guiding employee behavior to help them deliver a consistent branded customer experience.

Creating a holistic retail experience strategy

The revamped retail experience at ‘Mercedes-Welt am Salzufer’ embodied the premium essence of the Mercedes-Benz brand. It focused on refining the customer journey from initial contact to post-purchase engagement. This was done by incorporating improved layout designs, customer service enhancements, and digital integration. The newly designed retail experience included a refined car exhibition, improved consulting processes, and enhanced hospitality offerings. Our project’s success inspired Mercedes-Benz’s global retail concept, which was realized by Graft Architects.

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