Mercedes-Benz is not just a car. It's a lifestyle. A love of excellence that pervades every pursuit. It's a passion for life - the people & things around us.
It was this lifestyle that ASI took into account when adapting Mercedes-Benz German display fixtures for the Australian marketplace and producing the Merchandising Catalogue for Mercedes-Benz Australia/Pacific Pty Ltd, Mercedes-Benz dealerships. Special merchandising areas have been set up in over 50 authorised Mercedes-Benz dealerships across Australia.
Objectives
To create eye-catching merchandising displays for Mercedes-Benz memorablia and vehicle accessories to enhance the Mercedes-Benz experience for clientele.
Background
Working with Mercedes-Benz Australia/Pacific Pty Ltd, ASI 's, George Geha was able to duplicate and adapt the display fixtures featured in the German/International Merchandising Catalogue to provide an innovative range of units to display the merchandise available for the Australian Market.
Merchandise on display includes clothing, umbrellas, pens, vehicle accessories and much more. All products show exclusivity in design, branding and customised packaging.
The choice of units needed to reflect Mercedes-Benz International’s high standards and brand identity.
George Geha, who is one of ASI 's most experienced executives, was excited by the challenge to design a fixturing range to meet international standards and produce a merchandising catalogue to appeal to a very discerning audience.
Tailor-made Products
One of the more popular products with dealers are the sleek PostPlus freestanding display units, which feature Minimo and Concealed Stripping. The units have been designed in a variety of configurations from low designer floor displays to wall-section free-standing fixtures. Display units can be moved around the showroom area to suit dealership display requirements.
Minimo and Concealed Stripping accommodate a wide range of display fittings so dealers have the freedom to change their displays quickly to suit merchandise or to create a different look in their showroom area without the need for new display fixtures.
Minimo which is used to display much of the Mercedes-Benz apparel is also ideal for larger merchandise and vehicle accessories requiring a greater load-bearing capability.
A designer display fixture utilising PopSlot has been included in the range for effective display of actual vehicle exterior colour swatches making colour choice easier for clients.
Team showcases are used by most dealers to allow goods of higher value to be securely displayed to advantage, particularly with their internal lighting systems.
Custom-made frameless glass showcases were also designed to adapt to wall fixtures. These showcases simply lock into the Concealed Stripping and can be easily re-arranged to give dealership showrooms a complete new look.
Roll-Out:
Mercedes-Benz Australia/Pacific Pty Ltd’s Dealer Development Project Co-ordinator, Ben Merlin, said the company was pleased that ASI was able to perfectly match the German catalogue specifications and to produce the required products for their discerning clients.
He said to date over half the company’s dealers throughout Australia had utilised catalogue items as they refurbished or built new showrooms and that there had been much positive feedback from dealers and clients regarding the quality of the Mercedes-Benz merchandising programme.
Commodity Products Featured:
- PostPlus range of free-standing floor fixtures
- Minimo
- Concealed Stripping
- PopSlot
- Team Showcases
- Metal display fittings
Custom Design:
- Frameless glass wall-mounted showcases