The Unique Business Model of Nespresso enables the company to master the quality of coffee from farmer to consumer. It also allows the brand to build close and strong relationships with customers and Club Members, anticipating their needs and expectations. Nespresso continues to set the standard for design and function, bringing home the art of coffee making.
Global mission of the company
Nespresso’s main focus is on taking action to improve the environmental performance of every aspect of its business: coffee cultivation, machine use, business operations and capsule recycling. This is also the case at the Nespresso Bar in Flon, where customers are made aware that their capsules can be recycled the moment they step through the door. There are recycling bags just to the right of the entrance and it is also explained, that customers do not even have to go to the store to recycle the capsules. They can be brought to a Nespresso drop off station or even picked up by the postman at the door of the consumer. Following up on the promotion of recycling, one of the achievements the company was able to accomplish, was a reduction of the carbon footprint of a cup of coffee by over 20%. To add to this achievement, Nespresso has planned to reduce it by another 10% by further optimising its technologies by the year 2020.
Life cycle assessments (LCA) of Nespresso operations throughout the value chain show that the greatest environmental impacts occur during coffee cultivation and Nespresso machine use. To follow up on their mission of creating a sustainable business concept, in the Nespresso boutique Flon, new capsules are displayed that have been produced in a sustainable way. To sell these capsules more than others, Nespresso changes the classic one colour branding of the pods with creative patterns. Furthermore, Nespresso has created the Nespresso AA sustainable quality program which wants to improve the sustainability of their coffee production as well as helping the farmers. This is all promoted in the various boutiques across the world.
A Nespresso Club Member is always someone exceptional
To be able to provide excellent and innovative service to every single customer, Nespresso came up with a Club Membership system, which allows everyone to become a part of the company and receive a personalised service. wWhich gives the client a feeling of individuality and care.
The organisation has a clear conception with a strong and exclusive brand image, which gives a customer an idea of satisfaction and creates expectations, which are always met and even exceeded by the Nespresso team.
Nespresso has strived to create a community of passionate coffee lovers, that value the brand’s innovative spirit and heritage of quality, style and service. They appreciate the sensorial experience that can be seen in the Nespresso boutique Flon with the coffee shop that is placed in the boutique.
Links:
Unknown author, unknown date, retrieved from https://www.nestle-nespresso.com/about-us/strategy/creating-sustainable-business-success
Unknown author, Thursday May 11 2017, retrieved from https://3blmedia.com/News/Nespresso-Track-Meet-500-Million-CHF-Investment-Advance-Ambitious-Sustainability-Goals
Nespresso Boutique Flon 