Also interesting is that scent has been integrated into the experience. Because of the nature of its products, Miele recognized that the smells associated with its products (fresh laundry, for instance, or brewing coffee) are strongly evocative. Because they generally evoke positive emotions, scents can be purchase influencers. And because of the pre-registration of visitors, Miele can customize the aroma experience just as it does the visual experience.
With this experience, Miele is clearly at the cutting edge of high-end, personalized, experiential retail. Obviously this approach would not work for every brand, or even most brands, but there are certainly lessons to be gleaned from what they are doing that are applicable even into more mass market and consumable retailing.