Reimagining automotive retail
station3 launches a dealer concept for Mercedes‑Benz.
From dealership to future store
“Cars side by side on tiles” is a sales concept of the past. The world has changed, and so has the automotive landscape – and customer expectations. Modern technology and the internet open up entirely new opportunities. Our concept engages both sales staff and customers alike, combining visual and technical innovations to create a truly modern experience.
#vansworldcologne
Visitors are welcomed in the front yard by a 10-meter-wide 3D hashtag: #vansworldcologne is both the name and the mission statement of the Future Store. Once inside, guests are immersed in a completely new world under the motto “Turn everyday life into an experience” („Mach den Alltag zum Erlebnis“). The transporters and vans are presented as if at a trade fair. Three themed zones address different target groups, creating a unique, engaging experience for every visitor.
Work
The “Work” themed zone targets commercial users. Here, the Sprinter and Vito models are showcased, along with a specially developed VR application.
Life
The “Life” themed zone provides the perfect setting for the V-Class and Marco Polo – the vans designed for private use.
City
The “City” themed zone showcases the Citan – Mercedes-Benz’s smallest van, primarily designed for urban use.
The online-concept
The digital concept is designed to foster an ongoing dialogue with customers. Visitors on site are encouraged to use the hashtag #vansworldcologne and generate content – just like the employees themselves. In this way, we turn both customers and employees into brand ambassadors. Instagram plays a key role in this. station3 manages the account together with the client. The website vansworldcologne.de also reports on #vansworldcologne and attracts users with current offers. Facebook and Instagram ads promote the “Deal of the Month” – always in line with the campaign’s visual identity.
The on-site app
The new app “Vans World” guides visitors across the dealership’s outdoor area. The sales manager acts as a virtual companion, explaining the individual sections of the site. The visitor’s smartphone receives signals via beacons connected to the app, showing the relevant content for the area they are currently in. In addition, visitors can use the app to discover special offers available exclusively on-site.
“With station3, we turned everyday life into an experience – not just for our customers, but for ourselves as well. We are now thrilled about the Future Store for Transporters and Vans in the Rhineland. The entire team has been (and continues to be) tireless in supporting us, and we are delighted with the result!”
Rebecca Münch, Sales Marketing Transporters & Vans
Virtual Reality
A standout highlight of #vansworldcologne is the VR experience zone, allowing visitors to dive into a virtual world. Accompanied by a sales representative, they can discover the Mercedes-Benz world in a fun and interactive way.
The #vansworldcologne is the cover story of AUTOHAUS.
A two-page article in the trade magazine AUTOHAUS covers the Mercedes-Benz store #vansworldcologne in Frechen, describing it as an “innovative Future Store” that also serves as a source of inspiration for the industry.