The Miele Experience Centres are a new and exclusive store concept from the brand manufacturer that takes consumers on a digital, visual and tactile journey through the entire Miele brand world.

"We are enthusiastic about the digitization concept that we have developed and implemented together with xplace. We use digitization in the smallest of spaces to provide our customers with comprehensive advice and support during the customer journey. This enables us to optimally transport our brand and arouse emotions while shopping," says Dr. Steffen Freichel, Director Own Retail International at Miele and Cie. KG. The new concept goes one step further than the more than 70 stores already digitized by xplace GmbH. In the Miele Experience Centres, digital elements consciously replace a space-intensive product presentation.

The concept is based on consulting solutions for product information and virtual shelf extension, which can be used by the customer for inspiration and information and is also providing information for the sales person during the sales talk. "The digital solutions from xplace are ideal for our daily work," says Timon de Graaff, Retail Manager at Miele. "We can use the advisory solutions intuitively in sales talks and also show products that are not available on the sales floor." Emotional content via in-store TV on large-format displays and LED walls complements the sales situation.

At Miele Experience Centre Amsterdam, xplace extends the existing digital customer journey of the Miele stores with elements such as intelligent lighting control to appeal more senses during the sales process. Depending on the in-store TV content played out, the mood in the store changes with coloured light.

The Miele Experience Centre Amsterdam is the first Miele store realized with the extended digitization concept. More stores will follow. Miele thus pursues an internationally uniform brand communication at the highest digitization level.