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 retail mean for Miele?

n Excellence in online experience.

What Miele stands for

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Immer besser. Since 1899.

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Quality.

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Miele. For everything you really love.

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Technology.

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Comfort.

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Miele. For everything you really love.

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Design.

Excellence in Consumer Service.

“Smart” products and services.

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Premium calls for other

actions.

High expectations.

Great experiences.

On- and offline.

Retail Excellence. Telling the Miele story at POS

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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 MDA purchases1) [%]

1) Q.13: Wenn Sie ein neues Haushaltsgroßgerät kaufen müssten, wo würden Sie sich überall informieren, um Ihre Kaufentscheidung zu unterstützen? n = 1.063Source: 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

Excellence in online experience.

How did Miele online brand and product

presentation look like in the past?

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Differentiation – only pricing?

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Differentiation – only pricing?

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PRICE?DIFFERENTIATION =

FE

AT

UR

E

QU

AL

ITY

DESIGN

US

P

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

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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?

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33

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35

36

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40

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Fridges / Freezers 49 33 00:06:28 31% 0,91 26%

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We are consumers’ trusted advisor.

source: Smart Information Systems GmbH, 11.09.2017

time period for the analysis: july 2017

Advisor Starts VisitorsØ Session

durationCTR(ca. 50%)

COR(0,4-0,6)

Bounce-

Rate(<25%)

Washing machines 939 759 00:02:07 49% 0,18 22%

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We are consumers’ trusted advisor - everywhere.

Mobil

56%

Desktop30%

Tablet14%

Device Split: may untill august 2017, one customer

More than half of all startsby smartphones

source: Smart Information Systems GmbH, 11.09.2017

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n MIELE PURPOSE

Immer besser. We create delightful experiences by redefining excellence every day,

everywhere.