The car salesroom of the future: the world's first online store for new vehicles

From the comfort of the couch or on the move, we can buy books, computers and much more online. What would happen if you could simply place your desired vehicle in a digital shopping basket, confirm your order and have it delivered? We have made it possible for Mercedes-Benz to create something extraordinary: the complete online vehicle buying experience, including consulting.

Business Strategy & Portfolio Development
Architecture & Systems Design
Platform Planning & Orchestration

The vision of the digital car dealership

The growth of digitization creates innovations that require a fundamental rethink in the sales organization – not least of all in the automotive sector. Studies show an interest and willingness of customers to buy their cars online. As a driver of innovation, Mercedes-Benz wanted to be the first automotive brand to satisfy this desire.

To realize this, we designed, created and developed a digital buying experience that sets new standards in direct online sales of new vehicles: an holistic e-commerce ecosystem that combines for the first time traditional and innovative structures. Using the central online platform “Mercedes-Benz Online-Store”, private and commercial customers can purchase a new car online.

With the Mercedes-Benz online store, NOLTE & LAUTH continues its pioneering work in the field of automotive eCommerce, and proves once again its innovative strength in the development of new business fields for customers in the automotive sector.

Fabian Klotz – Projektleiter

The development of a visionary sales model

Established e-commerce patterns inspired us to develop the online store four years ago. With our subsidiary Cantaa, we were able to tailor for the first time for an e-commerce platform unique vehicles for back-end. At the same time, we optimized the process for the preparation, maintenance and distribution of product data and pictures at Mercedes-Benz.

Furthermore we were able to quickly develop a prototype for the online platform. The test phase with pilot online stores in Hamburg and Warsaw, as well as in Italy for smart passenger cars, was extremely successful. In order to rollout the pilots all over Germany we have completely revised the online store: a new interface, automated inventory matching in real-time, as well as the integration of dealers and financial services, including various payment options.


Best Customer Experience – anytime, anywhere

Various digital and physical intersections in the Mercedes-Benz World direct the user to the online store website. This is available on all devices anytime, anywhere – a seamless and consistent user experience. With a fully integrated digital purchase process and other innovative digital services, the Mercedes-Benz online store sales and marketing strategy “Best Customer Experience” is more than justified.

The Mercedes-Benz online store is tailored to its customers and their needs perfectly. It is the easiest and fastest way to the new car.

Jens Schlüter – UX Lead

An Online Store and more

The diverse range of over 300 preconfigured stock vehicles and daily changing special promotions can be drawn into focus by the search and filter function. Alternatively the prospective customer on the basis of his selection can use the The Recommendation Engine for further suggestions. Hot spots and comparison options show which details make the vehicle unique. Thanks to the recall list, potential choices are not lost. For further information, the customer can contact product experts at the Customer Contact Center via telephone, e-mail and live chat. Also test drives and personal consultations at a dealer of choice can be booked quickly and effortlessly via a synchronized calendar tool. Thanks to our concept, the customer experiences a seamless transition from the Online Store to the Mercedes-Benz dealer.


Flexible purchase and lease options

Once chosen, the vehicle can be purchased outright or, with help from an online instalment calculator, through various leasing and financing options supplied by the Mercedes-Benz Bank.  Identification of the buyer can be effortlessly carried out from anywhere and at any time via webcam by the integrated video identification system.

Great interest in the media

The launch of the online store caused a media stir and lot of positive press:

In a press release, Ola Källenius, a member of the Board of Management of Daimler AG and responsible for Mercedes-Benz Cars Development emphasized the importance of the online store for Mercedes-Benz. “Customers would like to come into contact with a premium brand everywhere and at any time. They expect more and more digital information and interaction possibilities. With our nationwide Mercedes-Benz online store, we are now fulfilling this customer requirement and are taking a further step towards the sales of the future.”

We are already working on the next generation of the online store to raise the “Best Customer Experience” to the next level.

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