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On the cutting edge

Taking a seat at the Nespresso Boutique which fronts the company’s
headquarters in Lausanne Switzerland, it is clear that this is an
organization which takes the pursuit of excellence seriously. Before
employees enter the head office they must first walk through the
boutique where customers go about trying, tasting and testing the
range of Nespresso products. It’s all part of the Nespresso creed that
every employee must live the brand; see it from a customer’s point
of view.
Nespresso has done much to establish itself in the marketplace since
first releasing its coffee capsule technology. The company’s high profile
advertising campaign with Hollywood star George Clooney has given
the brand a suave and sophisticated face. The challenge now is to turn
Nespresso from a high profile company into a brand icon. In this drive,
the company is working to position Nespresso as more than just a cup
of the world’s best coffee. It is a premium experience. A lifestyle choice.
It is for people who recognize quality and want the best of the best. With
Nespresso, coffee has become a luxury brand.
We met H.-Joachim Richter, Director of Corporate Communications.
The Nespresso Trilogy
Joachim, “Nespresso is not just a coffee it is a trilogy of perfectly portioned
highest quality Grand Cru coffee, smart and easy to use machines and
the Nespresso Club with personalized services. It’s a unique business
model which works to ensure a premium experience for customers in
all their interactions with Nespresso: from being exposed to the product
through advertising, to buying Nespresso products, to making a cup of
coffee and, of course, to finally drinking it.”
The trilogy is a dedication to quality in everything Nespresso does. The
first part concerns the beans. Only the best beans make the Nespresso
Grand Cru blend. The in-factory quality management process is
rigorous - every single bag is individually inspected for quality, blend,
appearance and aroma. Joachim, “Buying Nespresso Grands Crus
capsules, coffee lovers know they are going to get the perfect cup of
coffee every time.”
The trilogy’s second major pillar is the Nespresso range of coffee
makers. The smartly designed and easy-to-use Nespresso machines
are specifically developed to complement and enhance the aroma,
crema and flavour of Nespresso coffee – creating the perfect cup every
time. The coffee capsule – each perfectly encapsulating hundreds of
delicate aromas and flavours – is at the heart of every Nespresso coffee
machine. As Joachim points out, “Reinventing coffee and Espresso
machine design – inside and out – has become Nespresso’s trademark.
Our machines have become the must-have design accessory for any
kitchen, living area or home office.” The key themes for designers
are the integration of function and form and the combination of
simplicity and style. The design and development of coffee capsules
and machines was inspired by the idea to offer the same high-quality
Espresso created by baristas in the best Italian coffee bars directly to
consumers in their homes.
The third component of the company’s trilogy is personalised service. Members also receive the Nespresso magazine, a bi-annual “pleasure
Nespresso has again worked to create an exclusive relationship between guide” for coffee lovers using journalists to tell the Nespresso story.
itself and its customers by creating special distribution channels for Rather than focusing solely on coffee products, the magazine highlights
its products. In this way the company interacts with consumers to the Nespresso lifestyle and issues of consumer interest, such as measures
guarantee a high end service. Nespresso sells its coffee capsules via the company is taking to ensure its business model is sustainable. More
three avenues: its website, dedicated Nespresso boutiques and through than two million copies of the magazine are distributed around the globe
the Nespresso Customer Club where members can place orders online in eight different languages.
or through a 24/7 phone line. In all forums, the company strives for an
individually tailored service. Instead of simply serving as a forum where The most recent move is the famous advertising campaign with ‘super
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customers can place their orders, the Nespresso website keeps a record premium brand’ actor George Clooney. The choice of Clooney fits the
of individual customer purchasing habits and uses this information to Nespresso character - successful, not always following the rules, doing
provide feedback and recommendations on different blends which your own thing and doing it in style. An icon is being born.
match the customer’s tastes. Indeed, the company views its website as
an online boutique and the stylish art direction, rich and earthy colours, Green Coffee: The Nespresso AAA Sustainable Quality Program
relaxing music and interactive display exude sophistication and style. The green coffee beans Nespresso uses in its Grands Crus blends are some
The site has become the bulkhead in the Nespresso branding push. of the rarest in the world. What’s more, such beans are often grown by
Visitors to the site increased by 33 percent last year, peaking at an small scale farmers in some of the world’s more remote locations. To
amazing 24 million. The site presently accounts for around 48 percent ensure a sustainable, beneficial and environmentally sound relationship
Coolbrands: Maarten & Anouk in discussion with H.-Joachim Richter
of all Nespresso sales, making it the main bridge linking consumers with between Nespresso and its valued coffee growers, the company launched
the company. the Nespresso AAA Sustainable Quality Program in 2003. With various
partner organisations, the program works to ensure the long-term supply
Emotionalise the brand of the highest quality ‘green coffee’ through sustainable practices, economic
That’s not to say Nespresso does not have a physical home. The company viability, environmental stewardship and social equity to ensure that farmers
continues to roll out its line of Nespresso boutiques, giving customers a benefit from their commitment to the highest quality.
hands-on experience of the Nespresso identity. The idea of the stores is Today, more than 35 percent of Nespresso beans come from the Sustainable
to make the brand more present in consumers’ lives, allowing them to Quality Program and the company has committed itself to increasing this to
touch, smell, see and try Nespresso products in an environment which 50 percent by 2010. All at the company share a sense of pride and enthusiasm
best symbolizes what the company stands for. The boutiques often serve about the positive impact this initiative is already having on farmers and
as the first point of contact between a potential customer and Nespresso, their communities around the world.
so the company has gone to great trouble to ensure the sites represent The program also acts as a powerful bridge in linking all stakeholders that
the Nespresso lifestyle; sophisticated and understated. participate in producing the perfect cup of coffee. What many people don’t
realise is that many of the farmers don’t get to taste their coffee – it is made
Nespresso boutiques follow three blueprints: in-store boutiques which far away from where it was grown. In an effort to build relationships between
are rented spaces in high end department stores; stand alone boutiques everyone at the company – from small scale farmers to those who take their
in key street locations and flagship stores located in the world’s most place at the boardroom - Nespresso often visits its valued coffee growers.
fashionable shopping districts, establishing Nespresso as a super One such visit saw company representatives call in on a tiny little place in
premium brand. Mexico where one of Nespresso’s Special Club limited editions is grown,
Joachim, “By the end of 2008, we plan to have established 175 boutiques Ixhuatlan. The people of the village were extremely proud to see that their
around the globe. All will help to build brand visibility and “emotionalise” town was associated with the company and known around the world for
the brand-consumer experience.” its great coffee. They were very amazed to see their coffee had been placed
inside a capsule and delighted to finally be able to taste the finished product.
The Nespresso Club rounds out the company’s platform for engaging Nespresso in the country of origin is also a valued brand, a brand people are
its customers and enhancing its personalised service. Customers who proud to supply.
purchase a Nespresso coffee maker automatically become a club member.
The club provides its members with around-the-clock information
services, accessed via the internet or telephone, and guarantees delivery CEO Richard Girardot | Number of employees 2,500 thereoff 1,600
of Nespresso products within 48 hours. Club members also benefit from face-2-face with customers | Company turnover 2007 € 1.7 billion |
a door-to-door pick-up and return maintenance warranty covering their Company values Pleasure, perfection, estheticism and simplicity |
Nespresso machine should something go wrong (the company will even Mission Becoming the Icon for Perfect Coffee Worldwide | Brand promise
give you a machine while yours gets repaired). Joachim, “It’s the type of Offering the Ultimate Coffee Experience | Primary target group Coffee
service consumers usually associate with high end luxury goods, further connoisseurs around the world | Primary advertising media Word of
cementing Nespresso’s prestige.” Mouth