Tech or touch? Touch and tech!

Dear reader,

The new Thermomix is on the market and is selling like hotcakes again: over 300,000 pre-orders for the new model, record sales of EUR 1.7 billion at Vorwerk with the "Culinary" division alone. And all this in a rather cool economic climate. What's behind it all? Direct sales. Or rather: a brand strategy that consistently focuses on personal relationships AND digital reach. While other brands rely on performance marketing and AI optimization, Vorwerk relies on people - real people who advise, inspire and retain. It is a sales model that not only brings products into the kitchen, but also conviction into the brand. Because what works here is more than just a sales channel. It is a commitment to proximity. A commitment to experience rather than just efficiency. The Thermomix advisors are not anonymous algorithms, but part of the brand - perhaps even its most emotional element.

And yet, in times of digital disruption, direct sales seems almost antiquated. Or is that precisely why it is so successful? Perhaps the direct route is not the easiest - but it is the most honest. So what to do? Copy the model? Hardly possible. But a lot can be learned: a brand is strong where it shows itself. Personally. Close. Tangible. One thing must not be forgotten: The success of Thermomix is not only based on proximity, but also on a smart digital ecosystem that expands this contact in a meaningful way - above all Cookidoo. The platform digitizes recipes, community, inspiration and usage, thereby extending personal advice into the everyday lives of users. This creates a genuine brand experience - offline and online. Perhaps this is the real lesson of Thermomix's success: brand loyalty is not created through clicks, but through contact and clicks.

How direct can it be for you?

Here is the link: https://www.capital.de/leben/mehr-als-300-000-geraete-bestellt---thermomix-wird-zur-umsatzmaschine-35817130.html