Letting customers host in-store dinner parties to try ovens

What: An appliance manufacturer launches a new store mixing retail, DYI and experience

Why it is important:  Department Stores are usually strong both in kitchen appliances and capability to welcome customers in F&B areas. This new initiative could be easily reproduced and provide a new experience to customers while being potentially a new source of revenue for department stores.

Consumer electronics brand Miele has opened an 'Experience Centre' in Australia, letting customers host in-store dinner parties and allowing them to try the appliances. They are able to cook with their friends and family, and can have access to a remote chef via the M Chef technology. A third of the store surface is dedicated to this experience, while vacuum cleaners and washing machines are also sold there.

Letting customers host in-store dinner parties to try ovens