Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
ing the Consumer
How the Premium Brand Miele Excite People
Everytime and Everywhere
Agenda
2
n What Miele stands for
n Retail Excellence. Telling the Miele story.
n What does digital transformation in retai...
What Miele stands for
4
Immer besser. Since 1899.
5
Quality.
6
Miele. For everything you really love.
7
Technology.
8
Comfort.
9
Miele. For everything you really love.
10
Design.
Excellence in Consumer Service.
“Smart” products and services.
13
Premium calls for other
actions.
High expectations.
Great experiences.
On- and offline.
Retail Excellence. Telling the Miele story at POS
16
Strong retailer network.
POS presentation.
Personal advice.
Live product experience.
What does digital transformation in retail
mean for Miele?
Delivering Miele added value at every touchpoint –
especially at all online points of contact
Sources of information for M...
Excellence in online experience.
How did Miele online brand and product
presentation look like in the past?
24
Differentiation – only pricing?
25
Differentiation – only pricing?
26
PRICE?
DIFFERENTIATION =
FEATURE
QUALITY
DESIGN
USP
TECHNOLOGY
COMFORT
REVIEWS
Support our consumers online.
Explaining Miele USP.
Leading through purchase process.
Support our retailers online.
Highly qualitative and added value
oriented online trade
30
We will lead you to make your best purchase!
Online Miele Brand World
AND THEN CAME SMARTASSISTANT.
Partner-specific information.
Adaptable CI.
Individual partner product ranges.
How does Miele lead consumers to make the
best online purchase now?
32
33
34
35
36
37
38
39
40
41
Fridges / Freezers 49 33 00:06:28 31% 0,91 26%
42
We are consumers’ trusted advisor.
source: Smart Information Systems Gmb...
43
We are consumers’ trusted advisor - everywhere.
Mobil
56%
Desktop
30%
Tablet
14%
Device Split: may untill august 2017, ...
44
n MIELE PURPOSE
Immer besser. We create delightful experiences by redefining excellence every day,
everywhere.
Delighting The Consumer – How The Premium Brand Miele Excites People Everytime And Everywhere
Delighting The Consumer – How The Premium Brand Miele Excites People Everytime And Everywhere
Delighting The Consumer – How The Premium Brand Miele Excites People Everytime And Everywhere
Upcoming SlideShare
Loading in …5
×

Delighting The Consumer – How The Premium Brand Miele Excites People Everytime And Everywhere

827 views

Published on

Presentation by Eléna Helfberend, the Head of Sales Project Management of Miele at Digital Advice Live! 2017

Although Miele distributes their products globally on location via a large network of specialized trade partners, they are very keen on ensuring a consistent consumer experience and brand value communication.

The company has repeatedly been voted “Most Trusted Brand” in the “domestic and kitchen appliances” field in many countries. Miele consumers receive excellent, consistent advice wherever and whenever they shop – online and offline, at different locations, from the moment an appliance is purchased all the way through its lifespan.

In this presentation, you will be able to learn more about the Miele success story and why “Delighting consumers” is getting even more important in an increasingly digital world to meet the Miele philosophy of being “Immer Besser".

Published in: Business
  • Be the first to comment

Delighting The Consumer – How The Premium Brand Miele Excites People Everytime And Everywhere

  1. 1. ing the Consumer How the Premium Brand Miele Excite People Everytime and Everywhere
  2. 2. Agenda 2 n What Miele stands for n Retail Excellence. Telling the Miele story. n What does digital transformation in retail mean for Miele? n Excellence in online experience.
  3. 3. What Miele stands for
  4. 4. 4 Immer besser. Since 1899.
  5. 5. 5 Quality.
  6. 6. 6 Miele. For everything you really love.
  7. 7. 7 Technology.
  8. 8. 8 Comfort.
  9. 9. 9 Miele. For everything you really love.
  10. 10. 10 Design.
  11. 11. Excellence in Consumer Service.
  12. 12. “Smart” products and services.
  13. 13. 13 Premium calls for other actions. High expectations. Great experiences. On- and offline.
  14. 14. Retail Excellence. Telling the Miele story at POS
  15. 15. 16 Strong retailer network.
  16. 16. POS presentation.
  17. 17. Personal advice.
  18. 18. Live product experience.
  19. 19. What does digital transformation in retail mean for Miele?
  20. 20. Delivering Miele added value at every touchpoint – especially at all online points of contact Sources of information for MDA purchases1) [%] 1) Q.13: Wenn Sie ein neues Haushaltsgroßgerät kaufen müssten, wo würden Sie sich überall informieren, um Ihre Kaufentscheidung zu unterstützen? n = 1.063 Source: SRI 1 12 14 17 28 33 35 42 43 43 46 51 54 Others Online forum Manufacturers' catalogue Dealers' catalogue In store without help Family & friends Manufacturers' website Dealers' website In store with help Test results in print media Price search engines Customer Reviews Test results on websites Traditional sources Digital sources
  21. 21. Excellence in online experience.
  22. 22. How did Miele online brand and product presentation look like in the past? 24
  23. 23. Differentiation – only pricing? 25
  24. 24. Differentiation – only pricing? 26
  25. 25. PRICE? DIFFERENTIATION = FEATURE QUALITY DESIGN USP TECHNOLOGY COMFORT REVIEWS
  26. 26. Support our consumers online. Explaining Miele USP. Leading through purchase process.
  27. 27. Support our retailers online. Highly qualitative and added value oriented online trade
  28. 28. 30 We will lead you to make your best purchase! Online Miele Brand World
  29. 29. AND THEN CAME SMARTASSISTANT. Partner-specific information. Adaptable CI. Individual partner product ranges.
  30. 30. How does Miele lead consumers to make the best online purchase now? 32
  31. 31. 33
  32. 32. 34
  33. 33. 35
  34. 34. 36
  35. 35. 37
  36. 36. 38
  37. 37. 39
  38. 38. 40
  39. 39. 41
  40. 40. Fridges / Freezers 49 33 00:06:28 31% 0,91 26% 42 We are consumers’ trusted advisor. source: Smart Information Systems GmbH, 11.09.2017 time period for the analysis: july 2017 Advisor Starts Visitors Ø Session duration CTR (ca. 50%) COR (0,4-0,6) Bounce- Rate (<25%) Washing machines 939 759 00:02:07 49% 0,18 22%
  41. 41. 43 We are consumers’ trusted advisor - everywhere. Mobil 56% Desktop 30% Tablet 14% Device Split: may untill august 2017, one customer More than half of all starts by smartphones source: Smart Information Systems GmbH, 11.09.2017
  42. 42. 44 n MIELE PURPOSE Immer besser. We create delightful experiences by redefining excellence every day, everywhere.

×