Case study: Miele’s Inspirience experience
Marketing appliance. Miele has created an ‘Inspirience Centre’ in the Netherlands to showcase its high-end domestic appliances. Whether it’s cooking, washing, chilling, warming, baking experiences the consumer is after, it seems Vianen is the city to go to get them.
There’s more than 3000 square meters of Inspirience to tackle, and the centre contains a range of custom furniture, lighting, brand-enhancing visuals, signposting, info channels, sounds and scents ‘all collaborating in a centrally managed way’ to provide visitors with a ‘seamless total sense experience’.
Inspirience delivers more than 100 screens offering over 40 channels of Miele branded content – all in HD quality, of course. This programming runs either dynamically, or is controlled by the visitor.
And everyone is accompanied by an iPod Touch – stuffed with personal data – as guide, with the portable electronics offering all kinds of information about Miele products and services. Plus GPS plots visitors’ progress and is able to pin them down to the very last square metre.
And everything gets rather personal. ‘A decision engine” also analyzes the relationship between the visitor type and the area or product category they are in to refine the experience by adapting the media to suit their preferences,” says the brand. ‘So advanced is this process that at any point in the store, the system can adjust local lighting, aroma/scent dispersal, audio type and levels, and the digital content that appears on screens close to the customer, within a matter of a few seconds.”
“The Miele Inspirience Centre is so much more advanced in terms of its form and function than most existing implementations in retail that you could argue that one day, all retailers will embrace experiential digital marketing in some form in-store if it means we can make the experience more relevant and helpful for that customer,” says Oscar Elizaga, vp EMEA for Scala, the digital signage outfit working on the project.
Other Inspirience partners include House of Media Experience and Troades.
