Post by sakibkhan51 on Feb 28, 2024 8:08:11 GMT
When we think of a "luxury" experience, brands linked to clothing, jewelery or accessories immediately come to mind. What if we told you that coffee can also carry out a positioning strategy in this sense? We see it together in this article with the Nespresso brand! coffee as a luxury experience: the Nespresso case The brand: the history of Nespresso It was 1975 when the young Eric Favre , employed at Nestlé in Switzerland, discovered the Italian Espresso after visiting Rome. In particular, he was impressed by the long queues that formed outside the bar in Piazza Sant'Eustachio. In 1986 he decided to found Nespresso .
The goal has always been to research, rework and reinvent how people around the world prepare and enjoy their coffee. In fact, the idea of portioned coffee was born from this brand with the sole objective of allowing you to enjoy a high quality Espresso in the comfort of your own home. A simple Morocco Phone Number and at the same time revolutionary idea. But compared to its competitors, Nespresso coffee has always stood out for a business model focused on direct sales, attention to experience and a shared image of value and luxury aimed at a target of wealthy people. “Boutique” stores and the customer experience nespresso marketing strategy Nespresso stores - since its inception - have been designed as boutiques: single-brand shops - true temples of coffee - in the name of quality and luxury. Their stores have an elegant and refined interior design.
In fact, contemporary materials and shapes are used to create a unique design. Even the colors were not chosen by chance: dark brown evokes wheat grains, black is associated with elements of luxury and refinement, while white and the ecru color (tending towards Beige) summarize the link with milk or cream. Therefore, the entire store is conceived as a sensorial journey in the name of coffee. Finally, the staff is chosen to guide the customer in choosing the various capsules, explaining in detail all the different flavor nuances and making the coffee tasting experience a moment full of meaning. The quality of the coffee
The goal has always been to research, rework and reinvent how people around the world prepare and enjoy their coffee. In fact, the idea of portioned coffee was born from this brand with the sole objective of allowing you to enjoy a high quality Espresso in the comfort of your own home. A simple Morocco Phone Number and at the same time revolutionary idea. But compared to its competitors, Nespresso coffee has always stood out for a business model focused on direct sales, attention to experience and a shared image of value and luxury aimed at a target of wealthy people. “Boutique” stores and the customer experience nespresso marketing strategy Nespresso stores - since its inception - have been designed as boutiques: single-brand shops - true temples of coffee - in the name of quality and luxury. Their stores have an elegant and refined interior design.
In fact, contemporary materials and shapes are used to create a unique design. Even the colors were not chosen by chance: dark brown evokes wheat grains, black is associated with elements of luxury and refinement, while white and the ecru color (tending towards Beige) summarize the link with milk or cream. Therefore, the entire store is conceived as a sensorial journey in the name of coffee. Finally, the staff is chosen to guide the customer in choosing the various capsules, explaining in detail all the different flavor nuances and making the coffee tasting experience a moment full of meaning. The quality of the coffee