In a bid to attract more customers and create brand consumerism, Mercedes-Benz India is coming up with 7 retail pop-up stores. One of which has already been inaugurated in Lower Parel in Mumbai, there are 6 more stores which will be opened in Delhi-NCR, Bangalore, Pune, Hyderabad, Chennai and Goa. For the year 2016, with the brand philosophy ‘Winning with Mercedes-Benz’, the company is working on making its presence felt to its customers, create more brand awareness, and connect with them on an interpersonal level. The locations of these pop up stores are selected strategically, based on consumer mapping and behavioural patterns.
These pop-up stores will be positioned in places like lounges, pubs, cafes and restaurants to reach out to a larger target audience, this way Mercedes-Benz will be able to reach to youngsters in metros and Tier I markets. These pop-up stores will see sections such as branding and audio-visuals, apart from featuring special Mercedes-Benz applications and storing merchandise. The year 2016 has a strong line-up of product launches from Mercedes-Benz including 12 new offerings and 10 new dealership inaugurations across markets.
Roland Folger, Managing Director and CEO, Mercedes-Benz India said, “The pop-up stores will increase our visibility in the market as we plan to tap the young generation through it. This is a novel way to create a brand connect with youngsters who are extremely enthusiastic about cars. We are opening pop-up stores in multiple places to understand the likeability and choices of today’s outgoing generation. This further helps us in expansion of such initiatives that will give a sense of exclusivity to our customers and build a positive affinity towards the brand.”