Mercedes-Benz Digital Signage Network: Making a Great Brand Even Better – PRI Journal of Retail Analytics
Pro-Motion Technology Group partnered with All Things Media to develop the engagement between the brand and the customer. All Thing Media developed the content experience, while Pro-Motion tackled technology, logistics, and network management. Scala’s software platform supports the experience, enabling the customer to interact with Mercedes-Benz, to learn about different vehicle features, options, and accessories, and to enable the customer to customize a vehicle.
Brands of all shapes and sizes realize that digitally empowered consumers have more knowledge at their fingertips then ever before. They must complement that knowledge with brick-and-mortar experiences that give customers even greater insight into how products fit into the customers’ lifestyle. This, in turn, helps Mercedes-Benz continue to differentiate itself from all other automobile brands. The more customized the experience can be for the individual customer, and the more knowledge the brand can gain from the interaction, the better the chance that the experience results in a sale.
Technology must be vetted out as specifically as possible to ensure that the vision of the experience is executed. While the strategy of relevance carries the project, the technology must support the initiative.
The “Visualizer” was awarded Gold at the Digital Screenmedia Association’s Content Awards in November 2012.