Without flee Italy have earned their chance. Here are the brains Italian awarded by Daimler for their ingenious design applied to the Mercedes showroom ILARIA SALZANO
Not all chose to flee to exploit their talent elsewhere . Some have decided to try to stay in this country. Students, employees, consultants, engineers, digital design, information technology, marketing graduates. They are all found under the hands of the new call H-Farm, H Auto-Ack, and you are enrolled in a marathon 24-hour digital to put pen to paper an innovative idea in the automotive field. Not that Mercedes needed a dose of creativity, of course, but a concrete solution, with which they can communicate in a few steps all the technology today to present in their cars. Therefore, the brand wanted to start from them. By the public, by users. How they would like to be informed: found 11 proposals, created with strokes of genius and style, put up for retail, for that much desired opportunity to emerge.
Moreover cars have changed over time, but the way to sell no. Much space ingenuity, then, right in Treviso, H-Farm, in a structure used for years to cultivate ideas, and which last weekend hosted more than 100 people. Divided into groups, each with a project, started focusing on the customer’s brand, coming to conceive the dealership of the future. This, from the final reports, could also be little different from how it is now: for most of them is still indispensable exposure of car and sellers, but with substantial changes in openness, in order to receive the customer,
in the sale.
Indispensable for all was to create conditions for curious visitors: between projects, we find the proposal to present them at the entrance with the bracelet “Mercedes Me” by which access to an exclusive “community “: in essence, a device that contains their data but also tracking the paths that take place in the structure, registering the preferences of each one (by car on which it is focused, in-depth analyzes virtual received etc.), so that the seller on his tablet immediately receive a screen already full of the customer, before meeting him. Many experts who invented digital download App entrance of the hall, including even those who have thought to open cars on display and then receive explanations inside. Some students have focused instead on the static test of the car conceiving 3D glasses to change and choose virtually the upholstery, the steering wheel, gearbox and all customization, but also to test driving experience more direct thanks to three-dimensional video.
“But why not make the consumer a consum-actor?” says a group that aims to abolish altogether the figure passive customer. New users, according to this close-knit team, must be provided to the tablet with which to see and customize their dream car in 1: 1 scale, thanks to the “real configurator”: here materializes a “flexible body”, a giant projection on a special fabric governed by a mapping 3d, then with all the specifications of the event is saved in an app like it was a real quote.
Among aspiring winners is not missed those who have proposed the space as a veritable museum, from exposure to the wall to see the dark room where care systems in action: “The exposure of the car can not be infinite – says a boy of Naples, exhausted from the trip and the night stand – but actually the pieces can be shown, “put in glass case.” Then just download the app and click on it with the phone: via the nfc you can choose the color or favorite fabric thus making estimates of autonomous and eliminating downtime , waiting for the seller. It will thus always with you, on your smartphone, your preferences “.
Solutions altogether easy for a company like that, but effective. Like the one that won, that, as planned, in a few days will be proposal immediately to the distribution network. To learn about new technologies, but also increase the customer on every front, the team “Show Me” aimed first of all to break down the walls of dealerships: at some times of the year the car launch will be available for test drives to anyone who wants to, has already registered or will be registered to the service that has rocked the mobility of several Italian cities: car2go. “We thought of an integration of the offers because car2go is a format that people love and which are already used to. With this development will go up for 30 minutes on news of the brand with the same formula, and then maybe receive offers, discounts, enter the dealerships and realize that in spite of the competitors on price is no advantage in terms of services, “says Damiano Buscemi, spokesman for the group. In addition, for those accessing to the dealership, even without going to the ” urban showroom “, are designed App and sensors through a tessel can track the behavior of the client during the visit to the dealership. From ‘opening of the doors, to the seats tested, the total duration of the tour, you will manage to make a overall profile for the vendor that maybe, who knows, may also receive the customer by name, changing a reality today quite different. So
After decades devoted to the development of hi-tech board, Mercedes, between a model and the other, now will point to the experience in the show room, before the opening of the second store in the world dedicated to interactivity, then introducing slowly a real digital revolution in dealerships already, so heading towards that + 10% for the next five years. “Today, the technology is ready to get out and invade our dealers. With this we say that they are and will be important in the future but that will have to change thanks to the new technologies,” says Gianluigi Riccioni Sales Director Mercedes.
The 55 Italian dealer, churning up in Italy € 33 million a year, in fact, in this way will continue to be a key link in the chain, could only earn more. “Most people buy our cars not knowing you have a system that supports them automatically in case of an accident, or that the maintenance program, providing services such as remote diagnostics, fault management, emergency call system. Often it realize only later, with the alert on the screen, “concludes Riccioni. If it is true that in addition to design tomorrow will be the technological offer to bring the motorist from a brand to another, in the light of many free services Mercedes will not wait more time to communicate with customers and not 2.0. Competitors prepare themselves.
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