The FINANCIAL — Following the launch of the stores in Hamburg and Milan, Mercedes-Benz opened its third Mercedes me Store worldwide at Tokyo HANEDA Airport on July 22. As the first store in Asia, it offers an interactive brand and product experience. Customers and interested persons can find out about the brand and its services and the vehicle range via digital interactions or conversations with the store personnel. Integrated into the Mercedes me Store is a “Collection Shop”, which offers stylish fashion and lifestyle ideas as well as exclusive travel equipment. A lounge and bistro top off the brand experience.
The winning formula of Mercedes me Stores – information, consultancy, restaurant, and events all rolled into one, according to Daimler.
“All Mercedes me Stores, with their welcoming bistro and event concepts, are designed to appeal to both young and new customers”, says Ola Källenius, Member of the Board of Management of Daimler AG, responsible for Mercedes-Benz Cars Marketing & Sales. “The opening of the Mercedes me Store in Tokyo marks the debut of this new sales format in Asia.”
The Mercedes me Stores aim at bringing the Mercedes-Benz brand to life in a relaxed and informal atmosphere. The stores follow a uniform concept, but also take into account local aspects, which is why they vary in size and location. A characteristic elemtent is the use of interactive digital technology, which provides visitors with a consistent premium brand experience.
The first Mercedes me Store opened at the Inner Alster lake in Hamburg in June 2014; the second opened in Milan next to the Milan Cathedral in May this year. Following the launch of the Mercedes me Store at the Tokyo HANEDA Airport in terminal 2, further stores are set to open this year in the metropolises Moscow, Hong Kong, and Beijing.
Multi-channel distribution – differentiated sales formats for personalized customer experiences
The Mercedes me Stores are an integral element of ‘Best Customer Experience’, the broad-based sales and marketing strategy for the Mercedes-Benz Cars division, and are part of the Mercedes-Benz 2020 growth strategy. With ‘Best Customer Experience’ Mercedes-Benz adjusts its sales organization specifically to the changing preferences of its customers. The objective is to appeal to new, modern target groups while, at the same time, bringing loyal customers even closer to the brand.
Thus, the company is taking a flexible multi-channel approach that brings together a whole host of innovative sales formats and digital elements, which will complement the services offered by traditional Mercedes-Benz dealerships. In addition to the Mercedes me Stores, temporary pop-up formats, online stores, and new job profiles such as mobile sales staff are intended to appeal to customers and interested people in their personal environment.