Part of the innovation marathon Nespresso is following, is adding an experience as well as a journey during the customers purchasing process. Through the table service in the boutique bars, Nespresso keeps its customers in the store for a longer period of time. This allows them to discover the wide range of products & services Nespresso provides. Additionally, this enables the consumer to identify themselves with the brand.
https://www.facebook.com/NespressoBarLausanne/
Creating “Moments of Truth” (MOT), a brand catches potential customers by providing lasting impressions over the different stages of the MOT-Theory. By transferring this theoretical model to the Nespresso Boutique Bar in Flon, we analyze how this specific location manages to keep loyal, as well as attract new customers. We want to understand, how one of the key players in terms of marketing strategy and consumer satisfaction manages to succeed in the highly competitive coffee shops market.
https://www.facebook.com/NespressoBarLausanne/
During the “Zero Moment of Truth”, a potential customer is motivated to search for more information about a specific brand, product or service. Through a strong social media presence with over 6.5 million Facebook fans, Nespresso brings 440’000 individual customers to interact with the brand online. A large number of customers order their coffee online. Through this frequent online interaction, customers become aware of the “Nespresso Boutique Bar Lausanne”. After becoming aware, that there is more than the boutique in Lausanne, the customers feel tempted to experience the new service provided.
https://www.tripadvisor.ch/Restaurant_Review-g188107-d12009542-Reviews-Nespresso_Bar-Lausanne_Canton_of_Vaud.html
Nespresso masters the creation of long-lasting wow effects like almost nobody else in the industry. This allows them to create what is considered as the “First Moment of Truth” in an unforgettable manner. After finding the Nespresso Boutique Bar in Lausanne online, the customer is already impressed by the centralized location itself. By reaching the convenient location of the boutique, the customer is fascinated by the simplistic, modern and desirable design of the shop. Furthermore, the fact that it is not only an ordinary Nespresso store but also a boutique coffee shop, where customers can enjoy their favorite products, as well as new ones, served in a desirable way. Nespresso combines personalized service and stimulation of the senses to create this unforgettable first impression. In addition to the wow factor of entering the boutique in Flon, Nespresso chose this exact location, to provide the customer with a sunlit terrasse and breathtaking view of the historic buildings located in central Lausanne.
https://www.tripadvisor.ch/Restaurant_Review-g188107-d12009542-Reviews-Nespresso_Bar-Lausanne_Canton_of_Vaud.html
By continuously growing, Nespresso shows its success with customer satisfaction through positive online reviews and the high demand for more boutiques. This is due to lasting memories, also called the “Second Moment of Truth”. Comments on TripAdviser are the best example for it. People are excited about the idea of free tasting of products adapted to the season. For example a leggero on ice, a reinterpretation of a common Nespresso product. By placing this classy and sophisticated concept in the heart of Lausanne, they manage to persuade guests to recommend the boutique through online comments like “you won’t regret it” or “a must visit place in Lausanne”.
https://www.tripadvisor.ch/Restaurant_Review-g188107-d12009542-Reviews-Nespresso_Bar-Lausanne_Canton_of_Vaud.html
With this specific location in Flon, Nespresso manages to hook their customers through the “First Moment of Truth”. The wow effect after entering the boutique and the terrace with an impressive view speak for themselves. To continue this impression and reach even more potential customers, Nespresso could increase their feedback on review sites such as TripAdvisor and Yelp by replying personally to customer reviews and to follow up with suggestions for improvement.
Nevertheless, Nespresso lives up to its reputation at the boutique bar in Lausanne because….. Nespresso, what else?
Bibliography:
Unknown Author, The Nespresso Brand Essence, Retrieved from https://www.nestle-nespresso.com/brand/brand-essence U
Unknown Author, Facts and Figures, Retrieved from https://www.nestle-nespresso.com/about-us/facts-and-figures
Unknown Author, Nespresso (Boutique Nespresso Lausanne), Retrieved from https://www.facebook.com/NespressoBarLausanne/
Colso91, 20.09.2018, Nespresso Bar, Retrieved from https://fr.tripadvisor.ch/Restaurant_Review-g188107-d12009542-Reviews-Nespresso_Bar-Lausanne_Canton_of_Vaud.html
Nespresso Boutique Flon 