Rebranding the retail experience


the challenge

Not so long ago the company has provided the best-in-class car retail experience. Nowadays a shared understanding of customer expectations and a feeling of freshness was missing from the dealership Mercedes Benz Salzufer. Driven by the desire to enhance the customer experience, the dealership wanted to shift direction and once again set the standard they used to be known for.


The service design project was kicked off by an understanding workshop followed by the implementation of ethnographic research methodologies. It was important to understand the actual situation from the perspective of both the customer and the business. After an all round synthesis, the issues were identified. Together with the managers of Mercedes Benz Salzufer, we identified new and actionable solutions to build up a new customer centric service branding strategy.

the outcome

After close collaboration with the client, they received a detailed description of the observed touch points of the whole retail journey from the customer's perspective. Customer needs were lined up against the individual points of our analysis, creating a clear action plan for how to make the retail experience revolve around the customer experience again.

the skill set

  • Ethnographic & quantitative research 
  • Workshop preparation & documentation
  • Service & business design
  • Project assistance