Mercedes-Benz India is all set to inaugurate 7 retail pop-up stores to attract more customers in the country. One of such store has already been inaugurated in Lower Parel in Mumbai, while the remaining 6 stores will be opened soon in Delhi-NCR, Bangalore, Pune, Hyderabad, Chennai and Goa. Ther German luxury automaker has scheduled 12 new product launches and 10 new dealership inaugurations across the nation, while it aims to achieve double digit growth in the year.
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.”
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 which will enhance consumer interest towards brand Mercedes-Benz. The customers will be able to engross themselves through special Mercedes-Benz applications and merchandise available at these stores. For the year 2016, with the brand philosophy ‘Winning with Mercedes-Benz’, the company is reaching closer and making its presence felt to its esteemed and discerning customers.