Making the forecourt mobile

Mercedes-Benz Approved Used offers used cars from the manufacturer with a full MB warranty. All cars go through a 120 point check to provide further peace of mind. A new Mercedes-Benz will, typically, be specified to the particular needs of the purchaser.

This is seen as a potential barrier for Approved Used as no two Approved Used vehicles have the same specification. The consumer is not, therefore, able to access all of the information they need regarding their purchasing decision, without going into a Mercedes-Benz dealer. Research shows that, behind the internet, the second most important source of trusted information is friends and family. Achieving stand out and a genuine point of difference is the challenge.

Digital technology has changed the way people gather information. Consumers expect information instantly, no matter where they are. They expect companies to be as mobile as they are. Mercedes created what was effectively a mobile brochure that dynamically updated as cars are sold or acquired by each retailer. This comprised a WAP site for every single Approved Used Mercedes-Benz car in the country. All the consumer needed to do is text info + the registration number of the car they are interested in to 88600. They then get a link to go to the mobile site for that individual car, with images and salient points about the car - mileage, price, spec, retailer details.

The link is embedded in a text meaning they can also forward to partner or friends before making their decision. No other car manufacturer offered this service to their potential customers. Personalised online formats (name / location of nearest dealer) and pages within automotive titles provided the bedrock of supporting activity. The brand entered into a long-term partnership with The Sunday Times section In Gear.

More than 1,500 red hot leads have taken the time to request this information. There is a small text cost to access the WAP site, which in itself is a validation of the quality of the leads.