Linda Johansson – Miele

Miele Ltd. is a family-owned German company active in the home appliances sector. In 2024, Miele celebrates its 125th anniversary. Founded on the ethos of ”Immer Besser” (Always Better), Miele has steadfastly pursued excellence in every product that bears its name, ensuring products for future generations. In this interview, Linda Johansson, Head of Digital Marketing for Miele Nordics and Baltics, delves into the company’s commitment to quality and sustainability, value-based promotions, and the role of innovation and AI for the future.

A Legacy of Sustainability and Quality

Miele’s journey is a testament to the enduring power of sustainability and quality, principles that have underpinned the brand for over a century. This commitment extends beyond mere functionality to embrace a deeper responsibility towards the environment. “Ensuring that products last long and are used in a sustainable way at home is something where we can contribute to the entire industry”, Linda says. By crafting appliances that offer superior performance while minimising environmental impact, Miele not only sets a benchmark for sustainability within the industry but also meets the expectations of today’s environmentally conscious consumers.

“We’re incredibly meticulous in the development processes to test and ensure it holds up before we release it to the market. Our primary focus is that all products we deliver should be equally good in terms of quality. And then, we develop new functions and add them to products,” Linda says, emphasising the ethos of “Immer Besser”. This blend of enduring quality and environmental stewardship not only highlights Miele’s legacy but also shapes a way for future innovations, positioning the brand as a forerunner of reliability and responsibility in a world increasingly focused on sustainable living.

“Ensuring that products last long and are used in a sustainable way at home is something where we can contribute to the entire industry”

The Customer Experience and Promotions with Purpose

Miele sells their products through retailers, their own e-commerce shop and physical Miele Experience centres. Miele’s direct sales channels serve as more than a mere point of sale, it is also used by the brand to create a seamless and personalised journey for the customer, offering detailed product insights, advice and the convenience of direct purchasing. “Working with direct sales is important as a part of our brand offering and premium position,” Linda highlights. This increases both the quality of the brand experience and customer satisfaction.

To emphasise their premium position on the market, Miele’s promotional strategies are carefully crafted and focus more on adding real value to the consumer’s purchase and experience, than only driving down the price. For example, offers such as extended warranties or complimentary products not only enhance the appeal of Miele’s high-quality appliances but also build a deeper connection with consumers, encouraging a long-term relationship based on trust and mutual values. For example, a large number of offers are created in connection to their 125^th anniversary, one being an additional 125-week warranty on products, in addition to the statutory warranty period, highlighting the promise of quality, sustainability, and enduring value.

For Linda, a campaign should not only be used for short-term sales, but it should always align with the brand offering regardless of the purpose of the campaign. “It’s naturally different whether it’s lead campaigns to drive the brand or if it’s performance campaigns to drive conversions further down the funnel.”

From experience, Linda says that the campaigns that work the best are the campaigns close to the core of the brand. These drive more awareness and the sender ID becomes more clear, building the image of long durability and quality of the products, instead of only a pure call to action.

“Brand-wise, the campaigns work better when they are very close to the core of our brand from the start.”

Future Forward: The Role of Innovation and AI

Lastly, the interview touches upon the topic of future innovation and artificial intelligence (AI). Miele’s approach to innovation and the integration of AI into its operations is both cautious and visionary, reflecting the commitment to maintain the highest standards of quality while embracing the future of technology. At the heart of Miele’s innovation strategy is a careful balance between introducing cutting-edge features and ensuring that every new development upholds the brand’s legacy of durability and reliability. This forward-looking stance is particularly evident in Miele’s thoughtful exploration of AI’s potential to revolutionise both product development and customer service.

AI’s application in product development signals a new era where appliances not only perform tasks with unmatched efficiency but also intuitively understand and adapt to the user’s needs, promoting a more sustainable and user-friendly experience. Miele’s engagement with AI and innovation is not just about keeping pace with technological advancements; it’s about leading the charge towards a future where technology enhances every aspect of the customer experience, from the functionality of appliances to the ease with which users interact. Through this blend of innovation and tradition, Miele is not merely navigating the future; it is helping to shape it, ensuring that the brand remains synonymous with excellence, sustainability, and the pursuit of ’Immer Besser’ — always better.

“AI helps us develop products forward to use the data we have and receive in a good way, further enhancing the customer experience.”