Mercedes-Benz sets new standards in customer communication
Stuttgart – The „Mercedes-Benz Connection“ city store opened in Osaka on Friday, highlighting Mercedes-Benz continued commitment to a strategy of personalised customer communication. It is the second city store based on the new concept to open in Japan, after the first was launched in Tokyo. There are now more than ten of these worldwide. In addition to a café and restaurant lounge, the 600m2 Mercedes-Benz Connection offers visitors an interactive brand and product experience.
”With Mercedes-Benz Connection in Japan, we are making a conscious move to go into city centres and communicate with new target groups in an informal environment,“ says Dr Joachim Schmidt, Executive Vice President of Sales and Marketing, Mercedes-Benz Cars. „We have created a place where visitors can get to know our brand and our products and forge an emotional connection with them.“
There have been around a million visitors in Japan alone since the first Mercedes-Benz Connection opened in Tokyo in July 2011. With their modern architecture and attractive events and catering concept, the city stores appeal particularly to a new and younger demographic. Over 80 per cent of visitors to Mercedes-Benz Connection in Japan have never driven a Mercedes, and are discovering the brand for the first time.
In both Japanese city stores, visitors can call in and test drive the latest Mercedes-Benz models. Thanks to regular events such as Mercedes-Benz Fashion Week in Tokyo, the city stores have become high-profile, popular meeting places. At the Tokyo store, the open-plan layout of the restaurant even allows visitors to watch a Michelin-starred chef at work.
Bringing the brand closer to the customer – city stores and brand centres
Mercedes-Benz focuses on brand communication at its city stores in exclusive, city-centre locations. In 1997 the company opened the first urban brand experience facilities in Italy and was the first car manufacturer to move closer to customers in urban locations. In addition to Mercedes-Benz Connections in Tokyo and Osaka, there are city stores in Paris, Bologna, Turin, Verona, Rome, Brussels, Salzburg, Berlin and Munich. The Visionary Store in Milan followed in 2012, which offers unique infotainment themed on all aspects of the car. In the same year, Mercedes-Benz also introduced its mobile pavilion concept (a three-month roadshow through 90 European cities) to coincide with the launch of the A-Class.
Alongside city stores, the vast Mercedes-Benz brand centres in Munich, Stuttgart, Cologne, Berlin, Paris, London, Milan, New York, Singapore and Beijing have also provided an exceptional customer experience since 2000. Since the beginning of 2013, a Mercedes-Benz brand centre in Delhi – the largest dealership of any premium manufacturer in India – has welcomed customers to its showrooms. At its brand centres, Mercedes-Benz presents its entire product portfolio and company history over several thousand square metres. Brand centres and city stores also host various exhibitions on cars, as well as readings, previews, talks and after-work events.