Feature: Small Domestic Appliances Strengthening the range
Consumers are now expecting more from SDA’s and bolstering your portfolio is more important than ever before. Miele GB’s senior brand manager for SDA tells us more.
In terms of small domestic appliances, what is new for 2024? At Miele, we are continuing to invest in small domestic appliances, with a new cordless vacuum launching imminently that will allow consumers to benefit from the Miele quality you’d expect (as powerful as our corded vacuums), at a more affordable price point. We’re super excited about this and can’t wait to share more with you over the coming weeks.
What are consumers looking for in their small domestic appliances? Quality is still a big focus for small domestic appliance (SDA) purchases. With the current economic situation, consumers are looking for value for money more than ever and being thorough in their research. We have seen an even bigger focus on design in our customers’ SDA purchases, whether that’s freestanding or built-in coffee machines as part of kitchen refurbishments, or even looking to a more aesthetically pleasing vacuum cleaner.
With the current cost of living, how have you ensured your products remain cost-efficient? A simplistic view of business is that you can set out to be the best or the cheapest. At Miele, we’re all about providing the best quality money can buy – we’re never going to be the most affordable upfront, but as our loyal customers will tell anyone who’ll listen; “I’ve had my Miele for 20 years and it’s still going strong.” The cost efficiency (and environmental benefits) come from only needing to purchase once and that’s why we continue to test our products for 20 years’ use. With options such as interest free credit universally available, longevity is even more affordable than it has been in previous cost of living challenges.
Tell us about the design element of your products. Design is an important element of all of our products, from washing machines to ovens, vacuums to coffee machines. A key trend we’ve seen recently is in matt black and we have a matt black coffee machine launching in February to compliment larger kitchen appliances in the Spring this year. Our new cordless vacuum (launching in March)
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has a big focus on design alongside the brilliant suction power and battery life. Consumers will be able to choose a colour that suits their home, with seven variations to choose from.”
What are some functionalities that set your products apart? When it comes to vacuums, we’re all about performance and longevity. Whilst they sound like functionalities that are standard, our customers know that we’re a cut above. Beyond this, it’s the attention to detail that sets us apart, like having ParkAssist to allow you to store the vacuum more compactly, or ensuring that our vacuum hoses never kink. With our Triflex cordless vacuum (the best
performing Which? Cordless Vacuum, accurate as of 09/02/24), it’s possible to move the dust bin up or down the vacuum, meaning the weight can be halved by moving it further down, or it can be brought back up to the top to get under the lowest furniture. This allows the Triflex to stand on its own without being leant on a wall like most other cordless models.
What are your current bestsellers? Our Complete C3 Cat & Dog is our best-selling
bagged vacuum year after year – it’s just an absolute powerhouse of a vacuum! For those looking for bagless convenience, then our Boost CX1 flies off the shelf.
Tell us about the training provided following the launch of new products. We have an excellent (and award winning) training team who work with our own retail sales teams, customers, retail partners and media partners to provide training all year round. This can be formal training onsite, covering all the strengths and nuances of our products, to e-learning content to allow retail partners new and old to refresh and learn about what makes Miele so special.
Moving forward, how will you continue to develop your SDA offering? As mentioned, we’ve got a raft of new products coming this year, starting with our matt black coffee machine in February, to our design-led cordless vacuum in March. Later on in the year, we’ve got some incredibly exciting new products arriving with category-first technology centred around user-convenience and supporting sustainability. I’d love to say more, but you’ll just have to wait for those announcements!
Spring 2024
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