Nespresso
The Scenario:
Nespresso is the world leader in coffee capsule machines. It sells its capsules online and through its growing number of ’boutiques.’ These are Nespresso brand flagships, showrooms, omni-channel hubs and shops.
Nespresso wanted both a precise shop delivery strategy to accelerate the sales of coffee accessories, as well as a wider blueprint for the future of its boutique experiences.
What we did:
We delivered several trial stores with a new merchandising strategy, visual display mechanisms & service approach.
We developed a blueprint for different future boutique concepts including assortment plans, service & self-service deliveries, shop environment, fixturing, display and brand communication.
“Brands always walk the tightrope of maintaining a strong focused brand story, whilst wideing and diversifying its assortment to maximise sales and profit.
‘Accessories are a logical extension for a coffee manufacturer and distributor. Coffee machines have become accepted but a further shift to mugs, cups and other accessories sets the brand against fierce competition.’
Achieving success in accessories requires a clear focus on product groups and brand design aesthetics. In this way to diversification is natural, accepted and welcomed by customers.”
Tim Radley. Founder RETAILMEANING
What we achieved:
The trial stores delivered doubled digit sales increases in accessories which lead to country-specific driven strategies for shop concepts & accessories.
Nesresso has incorporated the ’boutique of the future’ recommendations into its new store opening programme incorporating a more open approach to shop layout and services.
the brand continues to expand its boutique portfolio.
What we can all learn from this…
“Brand diversification is essential to drive commercial sales.
However all new initiatives must remain within the defined brand values to ensure the bigger brand proposition is still beautiful & simple, not an ugly addition!”
Tim Radley. Founder RetailMeaning