Wash. Cook. Clean. Inform. Connect.


The home appliance market in Australia is extremely competitive and there’s heavy discounting, constant promotion and a slew of trade incentives. Add to this the infrequent purchase cycles of many appliances and it becomes a real challenge to create any meaningful and ongoing consumer engagement. So our challenge was to keep the Miele brand top of mind.


blackbocks Jamshop reinvigorated Miele’s customer-focused program called ‘Miele for Life’, which was designed to further elevate the brand and provide value beyond the purchase price. With most appliance brands, the relationship with the consumer ends when the purchase is made. With ‘Miele for Life’, this is where it begins.

Membership is available to anyone who has purchased a Miele appliance. It provides money-can’t buy experiences, exclusive Miele and partner offers, free cooking classes and tailored product demonstrations as an on-going benefit to members. Customer profiling allows us to personalise the information and offers sent to members, creating more meaningful conversations.

The Result

There are now more than 90,000 Miele for Life members, all of whom receive regular correspondence via digital and traditional channels. Miele for Life continues to build and strengthen the relationship between Miele and its customers. And the results reinforce the program’s sales contribution to Miele Australia.