In a new episode of Incógnito’s video podcast *La Cueva de MOE*, we spoke to Cristina Reque, Miele’s Marketing Director for Spain and Portugal, about how to build and maintain a premium brand in a market where much of the competition revolves around price. We analyse the role of quality, durability and innovation, as well as the importance of designing a consistent customer experience across all touchpoints, from the shop and showroom to installation and after-sales service.
The central theme of the episode revolved around one question: how do you get a consumer to be willing to pay more for a brand when there are cheaper alternatives available? Miele’s answer lies in building value before, during and after the purchase. We discussed segmentation, media strategy, retail, word-of-mouth, influencers, sustainability and how in-depth knowledge of the consumer enables better marketing decisions to be made and investment to be focused where there is a genuine opportunity.
Miele’s philosophy
During the talk, Cristina Reque explained that Miele’s strategy is rooted in a philosophy that has been with the company since its foundation almost 130 years ago: ‘Always better’. Far from being a mere corporate slogan, this idea continues to guide the way the brand approaches its relationship with its customers. For Miele, building a premium brand is not just about selling high-end household appliances, but about offering a superior experience at every point of contact with the consumer.
Quality and durability are central to this value proposition. Reque pointed out that the brand’s household appliances are designed for a lifespan of up to 20 years, a promise that shapes both the engineering and the design of the products. In a context where increasingly shorter replacement cycles are the norm, he advocated a different approach: creating products capable of remaining relevant for decades, both functionally and aesthetically. Alongside this durability, innovation remains a key element, with technological updates that keep the appliances up to date throughout their lifespan.
The key to the experience
However, one of the recurring themes throughout the episode was that a premium brand cannot be built solely on the product. As the executive explained, the customer experience is just as important as quality. The speed of technical support, personalised advice, in-store service and installation are all part of the same ecosystem. “When someone buys a Miele product, their expectations of service are very high,” she summarised. The company works to ensure that these expectations are met, from the very first visit to the point of sale right through to many years after the purchase.
This approach is also reflected in initiatives designed to create memorable moments. One example is the ‘Chef at Home’ programme, through which a chef visits the customer’s home to demonstrate how the appliances work, offering a hands-on and personalised experience. Rather than simply an additional service, the aim is to create what Reque defined as ‘wow experiences’, capable of reinforcing brand perception and generating spontaneous recommendations amongst family and friends.
A unique segmentation: the brand’s customers
The episode also explored in depth how Miele identifies and targets its audience. The company focuses on a very specific segment – approximately 10 per cent of Spanish households – comprising consumers with high purchasing power, an appreciation for quality and a preference for long-lasting products. Using advanced segmentation models, the brand identifies its priority areas for growth, with particularly relevant markets such as Madrid, Catalonia and the Basque Country, as well as regions such as the Balearic Islands, Alicante and the Costa del Sol, where international buyers are becoming increasingly significant.
This segmentation has a direct impact on the communication strategy. Far from adopting a one-size-fits-all approach, Miele tailors its campaigns to the characteristics of each market. Media consumption habits, languages, audience profiles and even opinion leaders vary from one region to another. As Reque explained, one of the most important metrics for the company is what is known as ‘brand desire’: the ability to ensure that, when asked a hypothetical question about which appliance a consumer would choose if price were no object, the answer would be Miele.
Marketing strategy
The conversation also touched on the role that high-street shops continue to play in an increasingly digital environment. Although e-commerce continues to grow, the Head of Marketing highlighted a telling statistic: a large proportion of purchasing decisions in this category are still made at the point of sale. The reason is simple. Household appliances generate relatively little interest until a genuine need arises, which is why many consumers arrive at the shop without having decided on a particular brand and place a great deal of trust in the sales assistant’s recommendation. Hence the importance of sales training and programmes such as the Miele Academy, designed to prepare sales and advisory teams.
In the field of marketing, the brand combines digital initiatives, outdoor advertising, radio, collaborations with influencers and content strategies. However, even in this area, consistency with the premium positioning is essential. The profiles chosen must share certain values and lifestyles that are aligned with the brand. Rather than seeking mass visibility, the aim is to build affinity and credibility amongst very specific audiences.
The impact of sustainability measures
Another key theme of the interview was sustainability. Reque advocated a vision closely linked to the durability of products. From his perspective, extending the useful life of a household appliance significantly reduces its environmental impact compared to models based on frequent replacement. He also highlighted the growing importance of factors such as energy efficiency, reparability and the long-term availability of spare parts – factors which, as he explained, are playing an increasingly significant role in purchasing decisions.
Looking ahead, the Head of Marketing predicted greater polarisation in the premium market and an increasingly demanding, digitally savvy consumer base that is drawn to products capable of combining design, functionality and sustainability. Against this backdrop, she championed an idea that was, arguably, the key takeaway from the episode: before implementing any marketing initiative, it is essential to gain an in-depth understanding of the consumer, the channel and the ecosystem surrounding the brand.
In the words of Cristina Reque, “the best decisions do not come from taking more action, but from better understanding who they are aimed at”. And that is where, after almost 130 years of history, Miele continues to strive to remain true to its original philosophy: to always be in the process of improving.