Miele has been an independent family-owned company since its establishment in 1899 and is equally committed to its owners, employees, customers, suppliers, the environment and society. The company focus is on manufacturing domestic appliances for the kitchen, the laundry room and for floor care, as well as machines for use in commercial operations and medical facilities ("Miele Professional"). The strategic vision is to become the most favoured brand of the industry in all relevant markets.
The guided navigation and site architecture strategy provide multiple paths to purchase, also enabling consumers to shop per category and across categories. In doing so, the site fully embraces the ‘discover commerce’ experience that’s so appealing with consumers today. We also combined brand storytelling with content and commerce and a campaign that features product pages that enable Miele to tell its own story behind its products. The site is fully responsive in light of the rise of mobile commerce, and globally adaptive, too. As Miele enters new markets, each region can customize the experience to align with the unique demands of the region’s consumers.
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