RETAILOBSERVER.COM JULY 2022
16
REACHING THE CUSTOMER THROUGH
IMMERSIVE OMNI-CHANNEL
EXPERIENCES
The retail landscape is continuing to evolve, as the customers'
needs are constantly changing and they're looking to seamlessly
integrate their digital and in-person experiences. Now more than
ever, brands are looking to create more immersive, omni-channel
shopping with unique in-store offerings, especially premium
brands where brick-and-mortar shopping is still in high demand.
Retail has now shifted into intimate lifestyle experiences to
meet the consumers' new needs – working, entertaining, cooking
and shopping from home and online. From car manufacturers to
fashion houses, brands are changing their approach. In addition
to flagship stores, companies are opening secondary smaller
locations where consumers can dive deeper into the brand,
including both physical and virtual products.
Luxury appliances are no exception. For years, appliances have
been lined up and stacked in rows in showroom spaces, with
product after product, leaving customers wanting more of an
experience, rather than just an in-person product catalogue.
Miele, the largest family-owned premium appliance
manufacturer, is taking retail to another level. Miele is expanding
beyond its ten retail spaces to create 25 newly enhanced Miele
Innovation Centers – state-of-the-art "store within a store" retail
experiences. With more than eight out of ten consumers still
preferring to purchase their kitchen suites in-store*, retailers
continue to make a huge impact on consumer appliance
selections. The Miele Innovation Centers, which reside within the
footprint of select appliance retail partner stores throughout the
country, not only provide a consistent connection between
customers' brick-and-mortar and online shopping, but also create
a new game-changing approach to what used to be the static
"kitchen vignette" display – so customers can truly focus on the
appliances and make the best selection. Here's how:
JULY
I N D U S T RY [ N E W S ]
