Best Training Award – Major Domestic Appliances
Company: Miele
Entry Statement:
The Miele Training Team
The Miele GB Training Team comprises of Product Training Lead, Sophie Lane and Product Trainer Tom Akers who collaboratively design, deliver and continuously enhance Miele’s training provision for retail partners across the UK.
Together, they deliver a wide range of flexible learning experiences and formats including head office courses, practical cookery demonstrations, field based showroom training, virtual learning sessions and digital learning content development.
Both team members hold Level 2 Food Hygiene & Safety for Catering, enabling the delivery of high quality, hands on cookery demonstrations that help retail partners fully understand product performance in real use.
Miele’s training function remains highly responsive, flexible and deeply aligned with retailer needs. The team consistently provides tailored support for independent retailers, balancing in person sessions, field visits and digital content to offer maximum accessibility. Miele’s online booking system further enhances the training experience, enabling retailers to browse course options, see availability and register quickly and easily.
Over recent years, Miele had put in place several new training initiatives in a range of formats with virtual learning taking the lead. When the demand for face-to-face training increased, Miele responded by increasing physical events at its Abingdon, London and Edinburgh Experience Centres, as well as increasing field training visits.
Key training highlights for 2025 include:
• Over 110 training courses delivered across Miele’s Experience Centres in Abingdon, London and Edinburgh.
• More than 1,050 delegates trained across the UK and Ireland.
• Field training delivered to 400+ staff nationwide, including regional group sessions.
• Expansion of retailer‑focused digital learning, including new e‑learning modules, updated cheat sheets and downloadable sales tools.
• Bespoke PDF training documents and quizzes created upon retailer request.
• Net Promoter Score (NPS): 95%, demonstrating exceptional satisfaction and consistent delivery of high‑quality training.
• New Installation Training Pilot delivered in partnership with the Miele Technical Team, providing installation best practice and product‑specific guidance to independent retailers.
2025 Training
• 2025 saw further growth in Miele’s Experience Centre programme, reflecting ongoing demand for practical, in‑person training. Building on the 101 dealer courses run in 2024, the team increased delivery to 110+ courses in 2025 across the Abingdon, London and Edinburgh Centres.
• Online video training remained accessible on request, but the focus shifted firmly towards expanding Experience Centre and field based sessions. This approach resulted in a year on year rise in in person participation, increasing from 991 delegates in 2024 to more than 1,050 in 2025
• Satisfaction has climbed year‑on‑year, with NPS improving from 87% in 2023 to 93% in 2024 and 95% in 2025 – a clear endorsement of training quality and relevance. In 2026, Miele is committed to raising the bar again, expanding what partners value most and embedding Miele quality in every step of the journey.
• Installation Training Pilot – Strengthening Technical Confidence:
In 2025, Miele launched a new Installation Training Pilot in partnership with the Miele Technical Team. Created in response to retailer feedback, the session provided clear, practical guidance on correct installation, common errors to avoid, and how installation impacts product performance and customer satisfaction. The pilot combined hands‑on demonstrations with simple troubleshooting advice, giving retailers greater confidence when advising customers and helping reduce installation‑related issues. Feedback was extremely positive, with many partners requesting ongoing access to this type of technical support.
In Person Training
Miele’s in‑person courses, managed through a convenient online booking system, offer a blend of cookery demonstrations, hands‑on activities and presentation‑style learning to cater to every learning style.
The Training Team works closely with Miele’s Account Managers and Category Teams to ensure all content aligns with key features, selling points and most importantly, the real benefits to the end consumer. Delegates receive tailored information relevant to the products they sell, see key features demonstrated live and learn how to increase confidence in upselling and attachment rates. For retailers travelling more than 2.5 hours, accommodation is provided to ensure full accessibility.
In addition to full‑day courses, Miele also offers shorter sessions at flexible times throughout the day. These are designed specifically for independent retailers with smaller teams or limited cover, allowing them to receive high‑quality training without the need to commit to a full day away from the showroom.
Field Training
Miele’s field based training is fully tailored to the specific needs of each account and the individual teams within their showrooms. By using local knowledge and established relationships with store staff, the Training Team ensures every visit focuses on the right areas whether that’s product understanding, selling confidence, or helping teams sell up through the Miele range.
Flexibility remains a key strength of the programme. The team regularly delivers sessions in the early morning, evenings or at weekends, enabling independent retailers with smaller teams or limited cover to access high quality training at times that work for them.
E-learning
Miele’s e learning platforms continued to support flexible, self paced learning in 2025, with dedicated portals for the Kitchen and Electrical Retail Trade offering interactive modules, product overviews and mobile friendly “quick knowledge” tools.
Throughout the year, the Training Team added updated cheat sheets, trade up guides and short video explainers, providing independents with easy, on demand access to product information.
In addition, Miele Head Office in Germany has developed a new, more intuitive global e learning platform, currently being trialled in other markets and due to launch in the UK. This will further enhance the digital learning experience and provide partners with faster, clearer access to product knowledge
Virtual Training Content
Virtual training continued to support retailers needing shorter, more focused learning sessions. These 30–60-minute modules use a mix of live presentation, video and product demonstrations to bring key features to life and help participants build confidence quickly.
Sessions are limited to maintain an interactive, personal feel, with opportunities for questions and discussion. All attendance is recorded, and post session surveys help the Training Team refine content and respond quickly to retailer needs. In addition, recorded sessions and video resources remain available via the Miele Training Hub for partners who prefer to learn at their own pace.
Training for Independent Retailers
Independent retailers are vital to Miele’s success, and every training course is offered to them. Miele endeavors to tailor its courses to ensure that independent retailers get all the support they need to be able to confidently sell appliances, as well as having field trainers that can visit and support staff on the shop floor with additional training.
The training team work flexibly with department and showroom managers to ensure that they meet the needs of busy independent showrooms and shops, offering early morning, evening, and weekend training to fit round opening hours and ensure all staff can get the training they need.
The relationship that has been built with accounts over time means that partners are proactively contacting Miele to request training, and the feedback is that they appreciate the flexible approach Miele has in supporting them. Miele endeavors to complete quarterly training visits to its independent retailers to focus on areas of development for their teams and Miele business.
Portal for ERT accounts: https://miele-elearning.com/uk/retailer/
Portal for KRT accounts: https://miele-elearning.com/uk/designers/
Evidence of Successful Training
Miele’s sustained investment in high quality, retailer led training translated directly into exceptional satisfaction and advocacy scores: NPS rose from 93% in 2024 to 95% in 2025. This uplift reflects stronger course design, clearer trade up messaging, and the continued value of hands on demonstrations for independents.
o Would you recommend a Miele training course to colleagues? – 95%
Miele’s flexible, retailer‑led training approach continues to deliver strong results for independent partners. Across survey responses collected, retailers reported exceptionally high confidence and satisfaction, with NPS rising to 95% in 2025, course relevance at 9.71/10, and willingness to recommend at 9.8/10. Delegates consistently highlighted that training enhanced their ability to explain model differences, sell premium features, and hold more informed customer conversations – all key drivers of stronger advocacy on the shop floor.
Feedback also showed the practical value of Miele’s hands‑on approach, with the majority of attendees stating that live demonstrations and cooking elements improved their understanding of product performance in real use. Many independents commented that they left feeling better equipped to support customers, resolve questions quickly and represent Miele with greater confidence.
This combination of accessible delivery, high‑quality content and real‑world application demonstrates that Miele’s training is having a tangible, positive impact on retailers’ day‑to‑day performance – strengthening confidence, enhancing brand advocacy and ultimately improving the experience delivered to end consumers.
Feedback on Miele Training Courses 2025
“I had a really great day and learned so much. Is has definitely helped me to be able to talk to customers about Miele appliances and their features. Thank you.”
“Fantastic day, products are exceptionally well shown. Our hospitality shown, the meet and great and overall care was excellent. Sophie is a brilliant ambassador for the brand, really enjoyed our cooking experience and her product knowledge was outstanding, even when it came to the ironing products.”
“Sophie was amazing in her delivery and sharing her extensive knowledge and passion for the products and Melissa provided us with what can only be described as 5* lunch and further cemented the belief in the amazing products on offer. I am sold….. just need to sell these to our customers now!!! Thank you for a wonderful Miele Experience Day.”
“Tom was brilliant! His knowledge, passion, and energy made the whole experience really engaging and enjoyable.”
“Sophia and Tom were lovely trainers. They were highly knowledgeable, engaging, and delivered a very informative day of training. The session was well-structured, interactive. I would highly recommend. Thank you, Peter.”
The Future:
In 2026, Miele will continue to strengthen and refine its training provision, ensuring independent retailers have access to high‑quality learning in ways that genuinely support their business needs. Training will continue to be delivered through a blend of in‑person sessions at Miele’s existing Experience Centres in Abingdon, London (Wigmore Street) and Edinburgh, supported by flexible field‑based training and virtual learning.
A key focus for the year ahead is to maximise the potential of all Experience Centres as regional training hubs. This includes increasing the variety and frequency of sessions available and introducing more shorter‑format courses, such as breakfast sessions and ‘lunch & learn’ modules. These formats are designed to support smaller independent teams who may struggle to commit to full‑day training.
Building on the success of the 2025 pilot, Installation Training will be rolled out more widely in 2026. These sessions, developed in partnership with the Miele Technical Team, will focus on correct installation practices, common error prevention and how installation impacts product performance and customer satisfaction. This expansion will add a valuable technical layer to Miele’s training offer and gives independent retailers practical knowledge that supports first‑time‑right installation and stronger customer outcomes.
Digital learning will continue to evolve in 2026, with further enhancements to self‑learning resources, including updated cheat sheets, FAQs, and a growing bank of digital reference tools. The train‑the‑trainer toolkit is a great tool for selected Miele ambassadors to pass on their knowledge.
These developments reflect Miele’s continued commitment to delivering training that is practical, accessible and closely aligned to the realities of independent retail ensuring partners feel confident, well‑supported and fully equipped to represent Miele on the shop floor.
Entry ID: 12071
