Vorwerk opens its Thermomix TM6 for online sale


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Vorwerk has discreetly made its Thermomix TM6 available for sale online. The German manufacturer’s robot cooker is sold on the manufacturer’s online shop at a price of €1,359; the opportunity to avoid demonstrations by an advisor.

It is in the most perfect confidentiality that Vorwerk has opened the marketing of its Thermomix TM6 to online sales. While browsing the manufacturer’s site, we discovered by chance that it was now possible to add the latest robot-cooker to your basket, without going through a demo from an advisor who was, until then, the entire business model of the brand.

Since the creation of the brand 50 years ago, Vorwerk has relied exclusively on direct home sales to attract buyers. An advisor was previously dispatched to go to the homes of potential buyers and show the extent of the possibilities offered by the purchase of a robot cooker. The health crisis triggered an evolution of Vorwerk’s sales system, forced to digitize its sales by offering virtual demonstrations online, after which the purchase could take place. Well he took it since, according to our colleagues from echoesalmost half of Thermomix sales (40% to be exact) were made online in 2020. However, despite the very good reception of this digitalization, Pierre-Yves Buisson, France director of Vorwerk, confided then to digitalthat there was no question of reviewing the sales model: “If more and more people are attracted by virtual demonstrations, for us it is far from ideal. They do not allow us to show the extent of the possibilities with a Thermomix robot. We continue to think about the best way to optimize the customer experience“.

© Screenshot of the Vorwerk e-shop.

A free and personalized workshop

On the Vorwerk online shop, the user has the choice of ticking the box allowing him to benefit from a free and personalized workshop. By default, this box is unchecked. If there is no doubt that Vorwerk will continue to provide free follow-up after the purchase of a Thermomix, if the user wishes, this decision influences the comments made by Pierre-Yves Buisson in our columns: ” *We want the advisor to stay at the center of sales. They are responsible for 90% of our sales.”

By opening up its business model to online sales, Vorwerk will inevitably open up to new buyers who are reluctant to receive or give time to an adviser. However, there is very little chance that Vorwerk will decide to distribute its Thermomix TM6 to distributors. Pierre-Yves Buisson strongly defended himself against it “I’m not interested in seeing the Thermomix tumbling into Darty without a demonstration. I’m not interested in making volumes. We love our product and we want to turn the people we have in front of us “into fans“”.

These fans will therefore be able to purchase the Thermomix TM6 at €1359 directly from the manufacturer’s online shop. Shipping costs are offered.



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