//case study
Mercedes-Benz 'Pop Up' Shop
Turning Retail Buzz into ROI
Consumer habits have seen huge shifts towards virtual interactions, with digital channels replacing more traditional marketing and interactions with staff in physical stores.
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This trend is particularly evident in automotive, where the amount of visits to a traditional dealership has been declining rapidly in recent years, placing a much greater emphasis on experiential formats for brands and their products.
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In response, Mercedes-Benz Vans decided to bring the brand to the customer and after a successful debut at Manchester's Trafford Centre, the brand opened a pop-up shop in Trinity Leeds Shopping Centre for 6 weeks.
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Metryx were engaged to design and develop a customer lead-tracking tool to understand the impact of the new retail format and to understand the customer journey throughout their subsequent interactions with the brand.
THE BACKGROUND
As with any new retail format, there were big challenges to overcome. The physical challenges were immense - how to actually get large commercial vehicles into a retail space that is more used to fashion than freight, as well as providing frictionless access to test drive vehicles.
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However, behind the scenes there was also a huge amount of work going into designing a brand new customer experience - one that would need to be digitally measured, managed and continually evolved - that's where Metryx came in
With a significantly higher footfall compared to a normal dealership location, a specialist solution was designed for capturing customer enquiries and passing them through the sales staff to follow-up. The contact process was then tracked for each lead; enabling both a customer-level and store-level view of footfall, customer experience, enquiries, test drives, quotes and ultimately orders.
THE APPROACH
There were a number of key partners supporting the brand with the retail set-up. As part of the project team we worked extremely closely with the brand's existing CRM partner to design the data process flows and with the central marketing team to develop the interface's look and feel.
To ensure there were no problems at go-live, we carried out extensive tests with dummy data prior to launch. Setting up a secure data transfer environment was key to handle the sensitive customer data and for this purpose we hosted everything inside the brand's own internal IT environment.
Once we'd agreed the key metrics we developed the visualisations for both the sales funnel metrics and the individual customer tracking tool within our Analytics Studio and ran the test data, working with the Mercedes-Benz central IT team each step of the journey.
THE DELIVERY
The 6 week retail event was a massive success for the brand, giving reach and exposure in a completely new way for the industry. During the 6 weeks, the central MB team were able to track footfall, enquiries and ultimately orders through the lead management tool and ensure each customer was provided with service excellence at all stages in their journey.
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