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It seems someone forgot to tell the folks over at Miele about the economic slowdown as the company has started rolling out more than 60 retailer installations to showcase Miele’s premium domestic appliances in a bid to ramp up its premium brand image.
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Some installations have already been completed including those at Elite Appliances, Unley, South Australia; Winning Appliances, Brookvale in New South Wales; Elite Appliances in Abbotsford, Bayswater Bulk in Brighton and Clive Peeters in Thomastown, Victoria; as well as David Jones Queen Street store in Brisbane, Queensland.
According to Miele’s General Manager – Marketing, Cliff Thompson, the retailer installations are displayed in a number of variants to meet the requirements of various store configurations, locations and demographics.
As Thompson explains: “Our ability to use various configurations gives us considerable flexibility in how we showcase our current and future ranges of appliances. With the H5000 series just around the corner, we will be able to present our products in a manner that certainly gives them a premium edge that is distinctively Miele.”
Asked by channelnews.com.au as to why the company is rolling out retailer displays now in these less than ideal economic times, Thompson said: “In economically challenging times, retailers start to focus on the added value sale which brands such as Miele can offer. With fewer customers, there is opportunity to spend time and focus on benefits and features”.
“We have always led the field in how our brand is presented. Our new retailer displays raise the benchmark yet again and give us a further point of difference while we continue to increase our management of the Miele brand and Miele image in-store”, he concluded.
Furthermore, Miele plans to increase its in-store impact at various Miele Chartered Agents, which is designed to support its ambition to grow sales to a projected $450 million by 2010 while also reinforcing its prestigious brand image.
According to a recent Newspoll Online Omnibus survey, Miele is already regarded as the leading European appliance brand in Australia with respect to desirability and awareness.
