What are Mercedes Pop Up Stores?
Slideshow: In an effort to better connect with its customers, Mercedes-Benz will be launching a “pop-up” store campaign in targeted areas throughout the United States.
A better customer experience
We can all agree that going to the car dealership is a less than ideal way to spend a morning or afternoon. You need to wait for hours on end to be serviced, everything is loud, and everyone that walks by is trying to upsell you on something you don’t want/need. Mercedes-Benz is looking to improve this experience with a pop-up store solution – something that’s been tested and proven effective in Europe So now the company plans to take it stateside.
What’s different about a pop-up store?
In short, pop-up stores are designed to focus on showing off the product, rather than just selling it. Last year, Mercedes experimented with pop-up stores in Atlanta and Miami and will follow up with a third location in Chicago. This year, the company is planning on "doing way more of them, probably focused on new product launches," said Mercedes-Benz USA CEO Dietmar Exler. In terms of timing, it’s worth pointing out that Mercedes is launching the all-new A-Class in the US this year, so pop-up stores could very well be the perfect way to introduce the new car to a younger target demographic.
Details about these pop-up stores
The Mercedes-Benz pop-up stores will look a bit like Apple Stores that you see in the mall - very visually appealing. Each one will be open for around two months, with the aim of educating consumers about a handful of products. The environment will be far more laid back than traditional dealerships, to hopefully "sell" the products on their merits rather than stressful dealer tactics.
Who else is doing this?
Not too many, actually. Tesla has been making this concept work with showrooms in malls throughout the US. But there aren’t that many auto dealers that have gone this route to improving the customer buying experience.
Where will the Mercedes pop-up stores be located?
Mercedes have had pop-ups at locations outside the States. American customers will soon get the Mercedes shopping experience as well. If you live in a major, upscale location, a Mercedes pop-up store could very well be coming to a mall near you.
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