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Come in and (re)discover Nespresso’s know-how: coffee and its tasting

Matthieu JOLLY
4 minutes


Praised for the excellence of its customer experience, Nespresso continues to innovate with a new store concept that transforms them into places of life and discovery by removing one of the irritants of commerce: waiting in stores.


With their Avatar tool and their new boutique concept, the coffee brand is turning a page. No more black tones and “Luxury” positioning, which are now replaced by “Friendly Luxury“. Concretely, everything is done so that every customer can, in a convivial space, have a unique and personalised experience centred around Nespresso’s know-how: coffee and its tasting. And the proof: the shopping experience now begins with a coffee!

Greeted by a host upon arrival in the store, customers are registered in a virtual queue, and are invited, if no vendor is available to attend to them, to go to one of the tasting spaces. Over a coffee and an impromptu discussion with a consultant, they can discover the range of grands crus, the latest products, and also the Nespresso’s commitments in terms of sustainable development. Thus, waiting is transformed into a pleasant experience, while waiting for a sales assistant to become free.

From their tablet, the assistant identifies the next client to be served in the virtual queue. Thanks to the Avatar created when the customer arrives in the shop, the assistant recognises them and can go to find them. What machine they own, their history …mobile support allows sales assistants to customise the relationship at a glance by adapting to the specific needs of each customer.

Proximity is central to the new concept. Relational proximity of course, thanks to an individual store experience that meets the constraints and desires of every client. And geographical proximity too. With its boutique in Rennes, or in stations such as St Lazare, the brand goes to meet its customers by setting up shop where they live and work. They are thus planning to double their number of French boutiques over the next three years: proof, if it were needed, that it is the consumer, not solely technology, that is disrupting today’s commerce.

Why visit the store

(Re)discover the coffee brand

Upon arriving in the store, you are struck by its transformation. Black has disappeared and has been replaced by warm colours, new materials and plants. By focusing on proximity and the human aspect, the brand wants to create a simple and attentive relation with you. It is thus moving from a luxurious universe to a “Friendly Luxury” positioning.


Get avatarised

In the boutique, you are welcomed by a consultant. While chatting with you, they note down your name and distinguishing clothing on their tablet… which allows your avatar to be created. This latter is immediately placed in a virtual queue, accessible by the store team.

Enjoy a coffee

While waiting for a sales assistant to be free, you can explore the shop and its products, or, if you prefer, head to one of the tasting areas. While enjoying a grand cru, you can make the most of this time to awaken your senses with the help of an adviser, or discover the brand’s commitments in terms of sustainable development.

Buy on the move

Once it’s your turn, a sales assistant comes to meet you, with your avatar allowing them to recognise you. Equipped with their tablet, they customise your interaction thanks to your purchase history.

Use Self Service

Are you in a rush? Have a coffee if time allows. Make your selection of the grands crus from the wall of capsules, then place your bag in the automatic checkout. Your membership card is scanned, and the total of your shopping cart automatically appears thanks to RFID chips. Then all you have to do is pay for your purchases.

The concept in video

The concept in Photos

Matthieu JOLLY
Facing with the changes in retail, today's innovations help Matthew to think about tomorrow's relationship between the brand and the consumer.
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