Mercedes Benz

With changing consumer preferences and the move to digitisation, Mercedes-Benz decided to launch a one-stop platform for all UK sales, catering to both the consumer and to all national dealerships. Through the Online Showroom, customers can buy any available Mercedes-Benz car nationwide, across the entire new and used range, as well as pre-ordering custom cars, booking test drives or performing eligibility checks and applying for finance packages.

With data and insights, we created a seamless journey for users to browse all stock across the UK, before buying through the Online Showroom. More recently with further features and integrations, we allow users to track their order progress and make payments within My Account. The Online Showroom is home to new and used cars across 4 brands with a range of 96 models with more on the way.

The Online Showroom is built to support both web and POS kiosks. With a responsive design system for web, the Online Showroom is also deployed in showrooms on tabletop screens and lecterns. Kiosks generate QR codes that bring customers to retailer-specific URLs on their own devices.

Scope / Role

The Mercedes Online Showroom team was a long-established team in a Publicis Groupe sister agency, but needed a new home to allow for capability and work alignment. The existing team was transferred and fully integrated into the Digitas UK One Technology team model. Subsequently, the delivery approach was evolved, offering a competitive distributed service model, and a multi-year client extension agreed.

• Team Integration and Operating Model Lead (2024-2025)
• Exec Sponsor / CTPO (2025-2026), including renewal

Outcomes

• 100% team retention through internal transition (over an 18-month period)
• 7 year long client relationship, now with additional multi-year extension
• Confidential site conversion revenue and sales lead generated (met targets)
• 99.99% uptime (ahead of targets, with upstream recovery)

Moving an established team across without losing a person, or a beat, is the part I'm proudest of; it shows the importance of culture and safety. The renewal also says it landed with the client.