DIGITAL LUXURY

ANTICIPATING THE needs OF AFFLUENT TECH CONSUMERS

Exceeding the expectations of the most demanding drivers starts with understanding the forces that will influence their needs and expectations

SCOPE OF WORK

Mercedes-Benz was hung up on answering the question "What is digital luxury?"

This project reframed that question as "What do luxury consumers expect from a digital experience?” to provide leadership teams with the insights to navigate evolving luxury landscape.

PROJECT ACTIVITIES

• Tech & Luxury trend research

• Quantitative consumer survey

• 52 digital ethnographies

• 8 expert interviews

• 12 stakeholder interviews

• Needs mapping

• Insight & strategy development

• Opportunity framing

• Design principles

• Co-creative ideation workshops with regional business units

PROJECT OUTCOMES

A comprehensive global innovation strategy, mapping out how Mercedes-Benz can:

• Differentiate & elevate the digital experiences that they offer to their discerning consumers

• Rethink luxury mobility beyond getting from point A to point B

• Distribute digital innovation across the product portfolio to drive consumer value and improve business results

Digital service concepts inserted into global innovation processes