The adage 'If it ain't broke, don't fix it' does not come across in this case. Mercedes-Benz has not been keeping quiet and now, the brand with the Three Pointed Star has a newly refreshed Autohaus at Cycle & Carriage Bintang's Autohaus in Mutiara Damansara. This features Mercedes-Benz Malaysia's newest brand presence which could actually be setting a new benchmark in the retail industry. It truly is quite an experience just stepping into the new showroom area after its launch yesterday.
This new Autohaus in Mutiara Damansara is Mercedes-Benz Malaysia’s First automotive retail concept that focuses on creating memorable moments with Mercedes Benz brand using a combination of personal contact and digital elements in advice, sales and service. It features the integration of these four elements Media & IT, Format, People & Process and Architecture to deliver best customer experience.
Their partners, Cycle & Carriage have indeed put in a lot of effort in this Autohaus as it isn't just about what services mentioned above, but once you walk into the centre, you actually feel like you are in a luxury shopping mall. I do feel that in terms of customer experience, the new centre makes you feel pretty good.
When you reach the entrance of the building it seems like any other Autohaus, but step inside and things go up a notch. Cars are to the left and to the right is a nice reception area. The high ceiling and airy windows make it feel bright and inviting and then the space filters into something cosier and more personal. It's quite amazing in terms of how the place makes you feel. There are more open areas and closed off areas which allow people to get comfortable whilst choosing their Mercedes-Benz. It does feel like some boutique somewhere.
Commenting on the launch, President & CEO of MBM, Dr. Claus Weidner said, “The new brand presence redefines the future of retail. At Mercedes-Benz, we take great pride in making the customer journey just as fulfilling as the ride ahead. We strongly believe that the introduction of this new brand presence will enable us to better cater to customers together with our trusted partner.”
CEO of Cycle & Carriage Bintang, Mr. Wilfrid Foo (seen to the left of Dr Klaus Weidner - Photo below) added to the statement made by Dr Claus by saying, “We are proud to be the very first to bring this new Mercedes-Benz brand presence and experience to our customers in Malaysia. And to us, innovation is in the ability to bring to life an experience that addresses the unmet and unarticulated need. Today’s launch is a milestone in our journey to achieve that ambition.”
This is one way a brand keeps giving more to their customers. Technically, they don't really need to do so as their current, or previous Corporate Identity was already modern and styling enough. But it does show that the best in the business never sits still.
Design Brief of the New Mercedes-Benz Autohaus, Mutiara Damansara
The elements of the new brand presence
Personal assistance at the welcome area
The welcome area acts a single customer experience point, where processes and
architecture are designed with optimal, individual customer support in mind. Each
customer is our guest on his individual customer journey. The new brand presence
begins the moment sales and after sales customers steps in to the Autohaus. The Star
Assistant is the first contact for the customer in the showroom, who acts as the "first
face" of the brand ensuring a very welcoming atmosphere at reception.
If the customer has an appointment, the responsible consultant is notified of their arrival.
For customers without any prior contact with a Salesperson and with no established
purchase intention, the Star Assistant requests a Product Expert from the available pool
and accompanies the visitor to the waiting area. At the waiting area, various seating of
semi-public or private area can be selected flexibly for individual consultations in
accordance with the preference of the customer.
Moving towards a point of experience
All retail elements were considered and modernised with the new appearance, from the
welcome area, sales and service to delivery.
Supported by media, a brand space is created where customers and interested parties
experience the brand virtually and in reality. Leisure facilities for families such as
hospitality café are available at the Autohaus whilst waiting for their car to be serviced.
The newly-launched concept will also utilize the entire showroom area exclusively for
customer service orientation without permanent workstations in the showroom.
The new brand presence reflects the design idiom of modern luxury and also makes this
more intensely experienceable in retail. Setting up a drive-in service reception also
illustrates the consistent alignment towards customer requirements and enables optimal
customer care in combination with the integrated customer contact surfaces for sales
and after sales.
Integration of digital media
The architectural design and the way media are used are designed keeping in mind
fundamental procedural considerations. It allows the architecture, media and processes
to be regarded as components of an integrated element to optimise customer
experience and stage vehicle display. They work together to enable a dealership
experience characterised by a high-quality visitor environment, lightings to set the
ambience in the showroom, smooth processes and a contemporary consultancy
concept.
Short and long-term communication as well as the staging of products is carried out
exclusively in digital form by means of media surfaces and mobile tools. Integration of
Digital Media makes for a more intense product experience by enabling the flexible
creation of an atmospheric setting.
Above all, in advisory and sales situations, Digital Media allows for a previously
unknown brand and product experience for the customers. Alternating use of medial
surfaces with brand, technology and lifestyle topics not only support the presentation
and explanation of the products and services of an ever-increasing portfolio, but also
ensure highly emotive and individual advice and sales.
New architectural concept
The new Mercedes-Benz brand presence makes it possible for the material dimension
of our corporate culture and our brand promise to be experienced beyond the online
world. The appearance of our Corporate Identity elements, brand architecture and
interior fittings conveys precisely those values which we associate with our products.
The same philosophy reflects in our approach in welcoming our customers and potential
customers.
The architectural concept of the showroom contrasts with a silver-white yet functional
roof to provide weather protection for our customers. Spatial boundaries within the
building are kept to a minimum to deliberately create an open-space feeling. A largely
transparent building façade creates a flowing transition between the interior and exterior
areas.
The concept is modular in design and is oriented to the needs of customers and
interested parties. Thanks to their flexibility and variability, the brand presence's
individual elements allow a high degree of spatial applications and formats, and thus a
consistently applicable CI/CD. This enables individual consultation and sales processes
with a standardised global brand presence.
The vehicle handover completes the entire purchase journey
The handover of a new vehicle is an experience on its own, to welcome each customer
to the world of Mercedes-Benz. Media displays and acoustic sound system enable
personalized settings as the vehicle is introduced.
From left to right: S V Subramanian, General Manager, Head of After Sales Services, Cycle & Carriage Bintang Berhad, Thomas Tok Chek Kuan, General Manager, Head of Sales, Cycle & Carriage Bintang Berhad, Wilfrid Foo Tsu-Jin, CEO, Cycle & Carriage Bintang, Eric Chan Tze Choong, Chairman, Cycle & Carriage Bintang Berhad, Dr Claus Weidner, President & CEO, Mercedes-Benz Malaysia; Michael Jopp, Vice President, Sales & Marketing, Mercedes-Benz Malaysia, Jeffrey Simon, Vice President, Customer Services, Mercedes-Benz Malaysia
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