Remember cars used to be sold and experienced in showrooms, usually not exactly in the city centre? Think again: Mercedes-Benz has just opened the first Mercedes me Store directly on the Hamburger Binnenalster. The city store at Ballindamm offers an interactive brand and product experience on an area of 550 square meters.
At touch screens, configuration tools or in personal talks, customers and persons interested in the Mercedes-Benz brand can inform themselves about the vehicles and all services. The brand experience is rounded off by a restaurant lounge and exhibition area for art exhibits, readings or concerts. “City Stores are an integral component of our sales and marketing initiative Best Customer Experience launched in 2013”, explained Ola Källenius, Member of the Divisional Board Mercedes-Benz Cars responsible for Marketing and Sales at the opening. “With this initiative we are aligning our sales organization to changing customer wishes in an even more targeted fashion. In addition to our worldwide product offensive, Best Customer Experience is thus one of the supporting pillars of our Mercedes-Benz 2020 growth strategy.” Other inner city formats will also be opened as Mercedes me Stores by the end of the year. Until the end of the decade, the number of brand outlets of Mercedes-Benz in exclusive inner city locations is to be doubled from the current 20 locations.
On an area of 550 square meters, the Mercedes me Store in Hamburg offers vehicle presentations, food catering, events, information and advice as well as digital interaction. The floor space is divided into three zones. The main area is the 350 square meter lounge and restaurant, room for the presentation of Mercedes-Benz models and a series of art and lifestyle events. The entire spatial concept is aimed at allowing maximum changeability and thus enables flexible usage through minor structural changes for fashion shows, readings, or concerts. As its choice caterer, Mercedes-Benz was able to win the food entrepreneur Kofler & Kompanie, which offers culinary specialties from Hamburg and the region.The store is supplemented by a studio, where customers and interested persons can inform themselves about the Mercedes-Benz brand, its products and services. Another area is reserved for personal sales conversation in a private atmosphere. The overall Mercedes me Store offers a great number of digital design elements such as multi-touch screens, tablets and plasma screens.
• The first Mercedes me store was just opened in Hamburg