Miele Cashback Campaign: Perfect Pair Promotion Increases Market Penetration
Miele Cashback Campaign: Perfect Pair Promotion Increases Market Penetration
Against a backdrop of rising energy costs and the UK’s unpredictable weather, Miele, in collaboration with Benamic, honed in on their energy-efficient heat pump tumble dryers. Discover how strategic planning, seamless execution, and customer focus contributed to the campaign’s success.
LEVERAGING WASHING MACHINE SALES
01 The Challenge & Opportunity
With energy costs rising and the UK’s unpredictable, often rainy climate, energy-efficient tumble dryers are becoming more of a necessity than a luxury.
Miele, a brand known for its high-quality washing machines and vacuum cleaners, saw an opportunity to highlight an overlooked part of their product range—their energy-efficient heat-pump tumble dryers. This presented a dual opportunity for Miele, in partnership with Benamic: to use their strong washing machine sales to draw attention and sales to their tumble dryers, and to expand consumer perceptions of what they can expect from the Miele brand.
Appeal To Consumer's Emotions
02 The Strategy & Objectives
This promotion was designed with the following focused objectives in mind:
Cross-Sell
Fuel interest in Miele’s energy-efficient heat pump tumble dryers by leveraging the brand’s strong washing machine sales.
Brand Expansion
Expand Miele’s brand recognition to include their premium range of tumble dryers.
Customer Engagement
Offer compelling incentives that resonate with Miele’s discerning customer base.
Customer Experience
Create a seamless journey from product selection to claiming rewards, improving satisfaction and loyalty.
HOW IT WORKED
03 The Execution
At a glance
PROMOTION MECHANIC
Cashback Promotion
COUNTRIES
United Kingdom
INDUSTRY
Home Appliances
LANGUAGES
English
CURRENCIES
GBP
REWARDS
Cashback Reward of £100
When it came to bringing the campaign to life, Benamic wasn’t just a service provider; we were a strategic partner in crafting a seamless and compelling customer journey. Here’s how we made it happen:
Simplicity by Design:
We launched an easy-to-use Miele-branded online claim form, streamlining the cashback claim submission process for customers. It reflects Miele’s commitment to quality and simplicity.
Trust & Compliance:
Claims were processed quickly and meticulously to ensure that only valid submissions were approved, reinforcing trust while adhering to the promotional terms and conditions.
Instant Gratification:
We directly deposited the cashback rewards into customers’ bank accounts, reducing delays and boosting customer satisfaction.
Transparency for All:
Our client online portal provided Miele with real-time insights into the campaign’s performance, while a separate portal allowed customers to track their claims, fostering an environment of complete transparency.
Stay in the Loop:
Automated notifications were sent to keep customers updated on the status of their claims, eliminating guesswork and enhancing the overall experience.
As a premium household appliance brand, Miele, created the ‘Perfect Pair’ campaign to shift the focus from the price-based incentive to aspirational lifestyle benefits for its discerning consumer base. Miele understands that its customers choose the brand for quality, efficiency, and lifestyle, and the campaign aimed to connect with them on an emotional level by framing the washing machine and tumble dryer as the ‘Perfect Pair’. The goal was to stand out in the market and resonate with Miele’s target audience.
“It’s evident that there is a personal touch to working with Benamic.”
The customer-first approach was enhanced by open and transparent communication between Benamic and Miele. This collaborative working style ensured the success of the campaign and strengthened the partnership for future initiatives. Additionally, Benamic’s promotion management services not only streamlined operations but also enriched the customer journey, contributing to the campaign’s success.
Campaign performance
04 The Impact & Results
The ‘Perfect Pair’ Cashback Promotion, a result of the partnership between Miele and Benamic, was a great success, with high claim rates exceeding those of previous promotions. The campaign stood out due to its emotionally resonant ‘Perfect Pair’ message, shifting the focus to the aspirational lifestyle valued by Miele’s customer base.
Retailers have given overwhelmingly positive feedback. Sales teams found that the campaign’s thoughtful incentives made it easier to recommend Miele’s washing machines and tumble dryers as a bundled purchase, enabling richer, more value-driven conversations with customers.
The campaign, initially planned as a seasonal venture for 2022, has been extended multiple times due to its outstanding performance. This speaks volumes about the effective collaboration between Miele and Benamic, a partnership that is clearly more than the sum of its parts.
Claim Submissions
+0%
Actual claims surpassed forecasted claims by 17% (2022).
Claim Submission Growth
+0%
MoM Daily Claim Submission Growth (2022).
Claim Validation Rate
0%
Customer claims passed validation criteria in 78% of cases.
Fraud Detection Accuracy
0%
All attempted fraudulent claims detected and prevented.
“Managing promotions internally can be very time-consuming. But having an agency like Benamic on hand is incredibly beneficial. From the administrative side and the setup, it’s been seamless. The reason we’ve extended the promotion multiple times with Benamic is that it’s working well for us, our trusted retailers and, most of all, our consumers.”
Brand Manager - Miele
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Campaign Type:
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