Setting the scene. Nespresso, part of the Nestlé Global Group based in Switzerland, is by far my favourite coffee brand.
Like many industries, the coffee industry has changed over the last years. Single-cup coffee brewing is on the rise, and Nestlé holds almost 30% of the global brewing market systems. Nespresso was founded in 1987, is present in more than sixty-four countries, employs 12,000 people, has annual revenue of four billion dollars, more than 450 boutiques in premier locations, five million Facebook fans, 340,000 unique online customers every day and sold close to 28 billion aluminum capsules.
What happened? Nespresso transformed coffee from a simple product to a sophisticated coffee drinking experience by enabling personalised and engaging connections, blending the physical with the digital to act as one. The company wants to deliver the perfect coffee experience, while you take your time to enjoy the moment. It has a very clear why: ‘Coffee is at the heart of all we do. Yet consumer pleasure is why we do it.’
Nespresso surrounded the coffee brand with machines, capsules, accessories, online/ offline shops, smart distribution, great design, premium boutiques and a Nespresso Club. The company leverages all its digital channels to release specific content, reinforcing its brand perfectly. Hiring George Clooney as high profile brand ambassador for its commercial, ‘Nespresso, what else?’, filled with subtle humour was a master move.
Nespresso has created a single efficient view of its customers across all channels and systems, leveraging the power of the Cloud with its modern customer engagement platform. It handles the complete customer journey, connecting all its internal data with all its external data across every touch. And it is into big data, personalising and enabling real insights about its customer behaviour and intentions.
And they state ‘Our people represent the heart and soul of our success story’ and this powered by more than 90 different nationalities. They foster values like Integrity, honesty, respect, fair dealing and full compliance with the law.
Outcomes. Nespresso was able to win new customers, increase sales, understand its customers in-depth, deliver a personalised customer journey and shorten innovation cycles to less than four weeks. It has the customer at its heart and digital as its oxygen. They are the Apple of the coffee.