The MINI Store is re-inventing the one-on-one consumer experience by launching 10 on-the-go MINI cars that double as test-drivable purchasing channels.
Buying a vehicle is a large investment, so the customer requires as much attention as possible -- the concept of the new MINI store gives them this with the most intimate and immediate experience to date. By allowing potential consumers to first-handedly experience the car in all its glory, while having their sales rep guide them along their journey, the 10 stores are on the path to revolutionizing retail. The stores tour the street of Paris, allowing anybody to hop in, go for a spin and hopefully pique interest. It is definitely a more fun process than a trip to the car dealership.
This guerrilla marketing tactic both shows off the beauty of the cars, provides impressive customer touch-point service and attests to the creative spirit of the company.
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