Photo: Daimler
Like most of the big players on the market, the German luxury carmaker is also going through a new growth strategy they call “Mercedes-Benz 2020”. As opposed to others, however, the Stuttgart-based company seems like they’re not willing to say goodbye to their lifestyle activities quite yet.
What Mercedes calls “charting new territory in addressing customers” we’ll name the old-school marketing venture. The difference, if you like, rather refers to how far they are willing to go with it. And judging by this announcement, we’ll assume Mercedes is going the whole nine yards.
The so-called inspiration platform “She’s Mercedes” is starting in parallel with the International Motor Show in Frankfurt (IAA) and will culminate with this rather peculiar online configurator.
Put it this way: you know that website where you’d regularly build you future car, choosing the fitting configuration? Well, think of the same thing, only that instead of a car you create your lifestyle.
Instead of the model series, engine and equipment, the customer selects their individual lifeworld - from home furnishing through travel and music to sport. To match this lifestyle, the configurator suggests several Mercedes-Benz vehicles including equipment - of course. We’re sorry to be disappointing you guys, but you’ll have to wait until the end of this year to check it out.
Yes, yes, but why are all these happening in the first place? Well, here’s Mercedes’ explanation:
"We want to delight people in their lifeworld with tailor-made offers. With our initiative 'Best Customer Experience', we are optimally equipped to do this. Now, with 'She’s Mercedes' we are extending the customer-oriented service offering from Mercedes-Benz for women in particular. We want to enter into a more intensive dialogue with women, in order to respond in a more targeted manner to their requirements, to offer them an even more impressive brand experience and to shape the future of mobility together with them", said Dr Jens Thiemer, Head of Marketing Mercedes-Benz Passenger Cars.
Besides all that, Mercedes-Benz is also hoping that the lifestyle configurator will make the selection and configuration of the perfect vehicle easier.
What Mercedes calls “charting new territory in addressing customers” we’ll name the old-school marketing venture. The difference, if you like, rather refers to how far they are willing to go with it. And judging by this announcement, we’ll assume Mercedes is going the whole nine yards.
The so-called inspiration platform “She’s Mercedes” is starting in parallel with the International Motor Show in Frankfurt (IAA) and will culminate with this rather peculiar online configurator.
Put it this way: you know that website where you’d regularly build you future car, choosing the fitting configuration? Well, think of the same thing, only that instead of a car you create your lifestyle.
Instead of the model series, engine and equipment, the customer selects their individual lifeworld - from home furnishing through travel and music to sport. To match this lifestyle, the configurator suggests several Mercedes-Benz vehicles including equipment - of course. We’re sorry to be disappointing you guys, but you’ll have to wait until the end of this year to check it out.
Yes, yes, but why are all these happening in the first place? Well, here’s Mercedes’ explanation:
"We want to delight people in their lifeworld with tailor-made offers. With our initiative 'Best Customer Experience', we are optimally equipped to do this. Now, with 'She’s Mercedes' we are extending the customer-oriented service offering from Mercedes-Benz for women in particular. We want to enter into a more intensive dialogue with women, in order to respond in a more targeted manner to their requirements, to offer them an even more impressive brand experience and to shape the future of mobility together with them", said Dr Jens Thiemer, Head of Marketing Mercedes-Benz Passenger Cars.
Besides all that, Mercedes-Benz is also hoping that the lifestyle configurator will make the selection and configuration of the perfect vehicle easier.
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