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Mercedes sees Web as channel to create lifelong relationships

October 16, 2012


NEW YORK - A Mercedes-Benz USA executive at the Luxury Interactive 2012 conference said that optimizing a Web site for spontaneous navigation is the key to bolstering the platform for brand exploration and eventually purchasing.

During the “Site Experience: Improving Results Through Engaging Customer Experience” presentation, the executive said that customizing site content based on what Mercedes’ consumers are looking for online is what helped to propel the automaker’s Web site in the rankings. Affluent consumers want to build their own brand experience and, therefore, a marketer’s Web site should offer paths to content, product information and payments.

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