Miele Turns to Esri to Drive Growth

Location Analytics Propels Orange County, California, Dealer to 70 Percent Increase

November 7, 2012

Redlands, California—Miele, Inc., a premium provider of domestic appliances and commercial machines, has streamlined its distribution network in the United States using Esri technology. Esri's software and data are used to better understand which markets are best for the company's hiqh-quality products. By focusing on specific segments of the marketplace, Miele can pinpoint customers and help its dealers be more successful.

"GIS has been an important tool to help us navigate the American economy in the last few years," said Matt Kueny, senior business analyst in sales at Miele. "Just because someone might have the income to spend on one of our products doesn't necessarily mean they are a realistic target for our brand based on other lifestyle variables. Using Esri technology, we have been able to better analyze patterns and share this information with our dealer network so we can get the needed item to the customer."

Using the ArcGIS platform, Miele was able to better gauge the health of its dealer network and ensure that products were available in the most appropriate market segments. Esri Business Analyst Online helps Miele communicate key marketing activities to its dealers and work in a collaborative environment. By being able to visualize and analyze sales information and business data through maps, one Orange County, California, Miele dealer achieved a 70 percent growth in sales.

"Miele has done an astounding job of responding to a changing and highly competitive marketplace by applying technology and expertise in an innovative manner," said Simon Thompson, director of commercial solutions at Esri. "Miele really is inspirational in that it has helped its dealers grow their businesses in an environment where many businesses are failing."

Miele continues to adapt to its customers' evolving retail sophistication and help its dealers keep up their revenue by applying location analysis to online shopping. "By tracking search engine hits in our gap markets, we are able to geotarget the nearest dealer to that Internet shopper," said Kueny. "We are making the shopping experience more convenient by helping the customer find the nearest product. It's all about customer service."

For more information on how retailers use GIS to help their business, visit

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