Building on a legacy of unparalleled quality

Few brands carry more weight in the world of engineering and design than Miele. For over 125 years, its family-owned heritage has been built on uncompromising quality and long-term thinking. “Being family-owned gives us the privilege to think beyond quarterly results,” Robert explains. “We focus on lasting impact. That long-term view is what keeps Miele’s reputation strong.” That reputation, he says, is not only shaped by marketing or innovation, but also by customers talking about the products they use every day. And that’s where reviews and recommendations come in.

Turning customer feedback into business growth

As online retail evolves, Miele continues to balance its direct-to-consumer channels with a powerful global retail network. From MediaMarkt in Germany to AO in the UK, these partners remain essential to reaching customers wherever they shop. “Our retail partners are an extension of the Miele brand,” Robert says. “The better they can represent us online, the closer we get to new customers.”

To support that, Miele X launched a project to syndicate reviews and recommendations collected on its own webshop across its entire retail network, including its retail partners. The initiative was designed to improve product discoverability, reinforce brand trust, and directly increase conversion on partner websites.

From internal data to syndicated proof

Over the past year, Miele X integrated the Miele review platform, Yotpo, with Bazaarvoice, a global network used by hundreds of major brands and retailers. The result saw over 42,000 verified Miele customer reviews distributed to 136 retailers across 18 markets, where they now appear alongside Miele products on partner sites. “It’s like amplifying every verified Miele review,” Robert explains. “We exported 42 thousand, and they multiplied more than six-fold, to around a million ratings and reviews displayed globally.” Because Bazaarvoice already powers review systems for most key partners, Miele’s content integrates seamlessly into their product pages, reassuring customers of genuine, verified feedback.

Why reviews matter more than ever

User-generated content is powerful social proof, especially for high-value purchases like appliances. “The difference between zero and five reviews can determine whether a customer feels confident enough to buy,” Robert says. “We know that having more reviews can increase conversion by up to 4%, sometimes 10%+ during product launches.”

By ensuring every product has a healthy base of authentic feedback, the project reduces the risk that a single negative comment will define perception. “Previously, a single low-rated review - maybe about delivery or packaging - could hurt a product’s image,” Robert adds. “Now, with broader coverage, we offer a more balanced picture of real experiences.”

The importance of scale and smart data mapping

One technical challenge was handling multiple SKUs across regions. For instance, the same vacuum model may be offered in different colours or sold in different countries under slightly varied product codes. “We introduced parent-SKU mapping,” Robert explains. “That allows reviews to be shared across equivalent products - so instead of four reviews in France and three in Germany, you suddenly have eleven.” This intra-syndication ensures customers everywhere can access meaningful review volumes, building the critical mass that drives conversion.

Launching at the right moment

The syndication went live just before Black Friday 2025 - a strategic milestone achieved through cross-team collaboration across Miele’s global network. “We managed to go live the day before Black Friday literally,” Robert recalls. “That timing meant we didn’t miss the biggest shopping season of the year. It was a massive team effort.” With implementation complete, the system now automatically adds new reviews - over 25,000 each year - ensuring a continuous flow of fresh, authentic content across retail channels.

Early results: a solid starting point

Within weeks of launch, Miele products averaged 20 reviews per item, double the team’s original goal. That volume, combined with an average rating of 4.6 out of 5, not only boosted customer confidence but also improved product visibility on retailer websites. “Many retailers’ algorithms reward products with higher ratings,” Robert notes. “Some, like Amazon, even deprioritise anything below 3.5 stars. So, sharing our 4.6-average reviews helps our partners sell more - and keeps Miele products discoverable.”

Looking ahead: from syndication to AI commerce

Beyond immediate conversion, Robert believes this project lays the foundation for the next big frontier - AI-driven commerce. “When people ask AI assistants like ChatGPT or Perplexity for the best washing machines, we want Miele to be there,” he says. “User-generated content through authentic reviews across the web is a key factor in how those AI tools determine what’s ‘best.’” By amplifying trusted customer voices across multiple retailers, Miele is already strengthening its position for this emerging search landscape.

Data-driven partnership, human-driven trust

The syndication initiative perfectly embodies Miele’s Immer Besser (“Forever Better”) philosophy - blending innovation, data, and deep respect for the customer relationship. “Our goal was simple,” Robert concludes. “Make it easier for customers to trust what they see online, and easier for our partners to sell Miele products with confidence. It’s good for them, it’s good for us, and it’s great for the customer.” By turning authentic customer experiences into a shared voice across markets, Miele X is proving that in digital retail, trust really does convert.