German household appliance manufacturer Miele is set to launch a full web shop in November, one that will also sell household appliances. Several retail partners will be enlisted to ship and install everything the customer ordered.
Miele already has a web shop in several countries, but it only sold kitchen accessories in its online shop. However, in November, a new web shop will also include the brand's larger appliances, although it will only do so in Germany at first.
“According to our studies, a manufacturer's website is an important source of information for the consumer. However, this consumer wants to buy more items online and 6 out of 10 expect our website to include an option to order items", Miele Germany's head of distribution, Frank Jüttner, said. Every item in the Miele web shop will be sold at the recommended retail price, meaning it will not offer any discounts. This is the company's way of making sure it does not offend any retailing partners.