IER-JAN2010-PG08.2 24/12/2009 13:26 Page 8
News
Miele invites customers in the South East to experience its products
Miele opens London showroom
MIELE recently opened its
experiential showroom
in Cavendish Place, Central
London. The Miele Gallery
London offers visitors a
hands-on experience of a
range of working cooking,
cleaning and laundry
appliances. Visitors can also
test a washing machine
programme on a favourite
garment, and even put a
Miele vacuum cleaner
through its paces to test its
performance.
Visitors to the London
Gallery can benefit from
individual consultations and
demonstration sessions as East. Abingdon is 1.5-2 hours dealers cannot show the them cookery classes, live
well as a range of practical away from London and for broad variety of our products. demonstrations and events –
cookery ‘Masterclasses’, some people it is too far to Moreover, the appliances in so they can learn more about
including Italian cooking and come to experience Miele the showroom are all working how to use our products.”
a Men’s Cook School, appliances. Therefore we so their functions can be “It is important to
hosted by Miele’s team of had to have a showroom in easily demonstrated. We remember that this is a
product advisors and home London to give them an intend to attract three types partnership between Miele
economists. opportunity to feel, touch and of customers: those just and our local retail partners,
Dr Markus Miele, managing test our appliances.” passing by and those because they can send their
director and co-owner of Dr Reinhard Zinkann, interested in getting a new customers here. Having
Miele, explained to IER the managing director and co- product, either because they experienced our products,
rationale behind opening the proprietor of Miele, expanded plan a replacement or a the customer then goes back
Miele Gallery in London. “We on this by saying: “It is kitchen refurbishment. We to the retailer to buy the
monitor customers’ enquiries important for a brand like also wish to give pleasure to product,” stressed Simon
for our products and many of ours to be close to the people who already own a Grantham, chief executive of
them come from the South customers because our Miele appliance by offering Miele UK.
8 TheIndependentElectricalRetailer January 2010
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