Nespresso launches new store concept
Nespresso has launched a new flagship store concept in Vienna.
The shop includes several innovations including a ‘Coffee Lab’ where customers can explore the stories and expertise behind Nespresso coffees for the first time in a Nespresso boutique. They can also learn about different ways to prepare coffee through a variety of brewing methods, including those beyond the Nespresso system.
In addition, the shop will be introducing augmented reality experiences and an immersive room over the summer where visitors will be able to digitally interact face-to-face with top chefs or engage with coffee farmers taking part in the brand’s AAA Sustainable Quality Program.
The concept will initially be piloted in Austria, but the brand is planning to launch it globally over the next five years. Nespresso said it will complement its other existing retail formats by catering to varying customer needs and shopping preferences.
Jean-Christophe Jaunin, Global B2C head at Nespresso, said: “Our boutiques play a key role in engaging consumers in the Nespresso brand universe. Even in the current context we strongly believe in the relevance and power of retail as a brand building channel, working in tandem with other channels such as ecommerce.
“Consumers seek immersive shopping moments, personal interaction with experts and more human connections than ever. Our new flagship boutique concept will bring an elevated coffee experience to them, combining sensorial excitement, excellent customer service and inspiring exchanges with our coffee specialists to deliver unexpected and personalised experiences.”
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