Miele home appliances are rightly considered a model of the highest quality, reliability and unsurpassed style. Constant introduction of innovative technologies, numerous awards and prizes, as well as protection of interests of its own buyers have provided Miele with international recognition as an expert in the field of home appliances. About new initiatives of the Miele company, as well as about the most interesting new products in 2012, we talked with the Managing Director of Miele CIS, Sergey Kim.
Interview by Galina Sizikova.
“In 2011 the company Miele has moved to a new sales model for America – through a system of authorized Miele Partners. What is the essence of this model and what benefits does it bring to end users??
– In 2011 we decided to withdraw from the traditional dealer scheme and turn to the system of sales through authorized Miele Partners, or MCA Miele Chartered Agency . The new sales model involves a single pricing policy: all outlets for Miele products have the same price.
We also simplified the order placement system: now the order taken at any sales outlet of a Partner is forwarded for further processing to the central office of Miele CIS LLC. The products are delivered directly from the official importer, which allows us to bypass the chain of intermediaries and guarantees our customers quick and high quality delivery.
The MCA sales model is actively practiced in several other countries, such as Australia, Portugal and Canada, and has already shown very good results.
“BT”: Who can become an official Miele partner? How many Partners does the company have at the moment??
– Any trade company that has sufficient sales experience, has a good reputation and meets the high standards of Miele service can become an authorized Miele Partner.
The Partner Certificate must be placed at each sales outlet of the Partner, so that customers could verify – the sales outlet is acting on behalf of Miele.
Our Partners are represented in the kitchen studios, monobrand salons, retail stores of home appliances – their number is approaching two hundred. In addition, we have reached a number of strategically important agreements to implement the MCA model in major federal retail chains, including the M.Video.”.
“BT”: Why has Miele decided to organize its own retail network on the basis of Miele Galleries?? Isn’t that contrary to the idea of the ISA?? And what opportunities this gives our customers?
– We do not set ourselves the task to compete with Partner outlets: the main principle of effectiveness of the MIE system is equal conditions for all. It is important for us to provide our customers with additional conveniences when choosing and purchasing equipment.
Miele Galleries offers the widest range of Miele home appliances, accessories and household chemicals. In addition to the opportunity to make a purchase guests of the Galleries are waiting for pleasant discoveries: in the halls of the Galleries special events are organized including customers Partners , during which Miele experts tell about the art of cooking and decorating food and conduct test-drives of equipment.
Today there are four Galleries: two in New York, one in St. Petersburg and one in Kiev. We are planning to open several more Miele outlets in the American regions by 2016.
“BT: Miele is one of the few companies that not only rigorously protects copyrights, but also made the unexpected decision to sell online only through its own online store. What is it about and how is the program implemented??
– Indeed, since March 2012, we have not recommended that Partners within the ISA system sell Miele appliances online: you can place your order through our own online store miele-shop.
We understand that these measures are somewhat limiting, but compliance with corporate standards is very important to us. And now we are developing a special program for Partners. The customer, who comes to the Partner’s sales point and decides to purchase Miele products online, receives a special coupon with a promo code to make a purchase in the Miele online store.
That way, we always know which of our Partners gave the customer the advice they needed. Besides, it is possible to place an order for design series, which require special consultation, only at the Partners’ sales outlets: these product lines are excluded from the range of the Internet store.
“BT”: What interesting novelties will please the Miele company its fans this spring?
– Several new products in the “Kitchen Appliances” category will be presented at once: a dishwasher with a professional pump G 5670 SCVi in which delicate glass glasses can be washed without risk, a CulinArt oven with the possibility of professional-level baking and ultra-fast cooking to boil water in a matter of minutes with the ExtraSpeed function.
Currently the fastest HiLight electric hob burners in the world! Coffee aficionados, particularly lovers of cappuccino and latte macchiato, will love the CM 5200, a malt coffee machine that makes these drinks at the touch of a button. I am sure that the new developments of the Miele company will make everyday life easier and our appliances will please us for many years!
* Immer Besser – better and better.
What criteria does a retailer need to meet in order to become a Miele Approved Partner? Are there specific qualifications, training, or certifications required?