Page 30 - Miele D The Magazine 2018

BRAND EXPERIENCE
Miele in the Yorkdale Shopping Centre: excellence is not de ned through size.
The MEC opened last August in Toronto's Yorkdale Shopping Centre is a pilot for a new store concept to be rolled out worldwide. The concept is speci cally geared to smaller locations in the centres of towns and cities or in shopping malls. This taps the potential of locations with high footfall. Each year, the Yorkdale Shopping Centre attracts ap- prox. 18 million visitors. “We are extremely pleased
Digital in-store elements are used in the Toronto MEC.
at being represented in this premium shopping mall, and are convinced that this new location will make the Miele brand accessible to more consumers”, says Yves Dalcourt, President of Miele Canada.
Since 2016, the Gütersloh Own Retail team under the leadership of Dr Steffen Freichel has been working on the new store concept. Each detail of the so-called customer experience has been rede ned – from design- ing the facade to (cashless) payments. The objective: Experiencing the Miele brand and its products with all the senses, even in smaller retail areas. This is achieved for instance through the use of new digital in-store elements. These are used to interactively demonstrate the entire product range or to convey additional infor- mation. One example is the new swiping hob screen on which it is possible to perform virtual cooking and to experiment with the various Miele induction hobs on display.
Furthermore, the small store format also sets new standards in terms of hospitality: Several times a day, brief cooking and baking demonstrations are held in the active kitchen area. Freshly prepared snacks are served to customers – convincing them of how simple the prod- ucts are to use and the perfect results they produce.
30 // Miele The Magazine
CANADA