Mercedes-Benz has teamed up with Hertfordshire franchisee L&L Automotive to open the German premium car brand’s latest pop-up store – at The Maltings Shopping Centre.
The all-electric EQC SUV, Mercedes-AMG A35 hatchback and CLA Shooting Brake will all be among the products on display at the new facility, which is located opposite H&M and TK Maxx and is open from 9am to 6pm Monday to Saturday and 10am until 5pm Sundays.
L&L Automotive, which operates Mercedes-Benz Cars UK franchised dealerships in Hertford, Stevenage and Bishop’s Stortford, will also benefit from an approved Used Zone in the new store.
Mercedes-Benz said in a statement that over 1.9 million customers have visited Mercedes-Benz Pop-Up shops since the first shop opened in the Intu Trafford Centre, Manchester, in October 2015.
Mercedes-Benz announced at a ‘Future of Retail’ conference attended by AM at the brand’s new dealership in The Hague in July 18 that it expected 25% of its new car sales transactions will be completed online by 2025 as it develops a “single log-in” digital strategy offering lifestyle, mobility and shopping solutions to owners and non-owners alike.
Mercedes’ variety of customer touchpoints has been expanded to include temporary pop-up-stores, lifestyle-focussed Mercedes Me stores, events and conferences since a change of strategy in 2013.
Britta Seeger, member of the Board of Management of Daimler AG responsible for Mercedes-Benz Cars marketing and sales, said that it was now time for further diversification in a bid to better merge Mercedes-Benz’s digital and physical retail experiences.
Mercedes-Benz’s motorsport heritage has always been a central element of the pop-up store formula and the new facility in St Albans will allow fans to compete for the best lap time within a replica Mercedes-AMG Petronas Motorsport Formula One car converted into a race-simulator.
A wide range of official Formula One team merchandise and Mercedes-Benz Collection items available to buy including key rings and baseball caps.
Customers also have the chance to interact with the “magic mirror cap wall” which gives the latest information on special edition items and can experience the roar of the Mercedes-AMG engines at the click of a button thanks to the interactive AMG sound wall.
Children will also have the chance to take part in a trick or treat treasure hunt to find pumpkins hidden in store and win a spooky sweet treat over the Halloween period.
The L&L Automotive pop-up will also drive retention with features designed to benefit existing customers.
“Current customers who present their Mercedes car key or show their MercedesMe app will receive exclusive offers as well as free hot and cold drinks,” a statement issued by Mercedes-Benz revealed.
“These will also be on sale in-store with all proceeds donated to Mercedes-Benz charity partner Laureus.”