Nespresso's physical stores are key to its strategy of positioning itself as a luxury brand.
10-10-2022
Despite being a product that fits perfectly with e-commerce or subscription, Nespresso bet from the beginning to open luxury stores, where to buy and feel part of a "club".
Today, with the appearance of other brands' capsules in supermarkets, Nestlé - owner of Nespresso - has demonstrated a smart strategy: preserve the luxury positioning of the Nespresso brand and not increase its accessibility, but be present in these supermarkets with two ranges: competitively priced Nescafé capsules and the distribution of Starbucks capsules as high-end.
We analyzed Nespresso's channel strategy in the Estrategias Canales Distribución para Marcas y Retailers report, prepared by Ebeltoft Group and Kiss Retail; you can download it here:
Today, with the appearance of other brands' capsules in supermarkets, Nestlé - owner of Nespresso - has demonstrated a smart strategy: preserve the luxury positioning of the Nespresso brand and not increase its accessibility, but be present in these supermarkets with two ranges: competitively priced Nescafé capsules and the distribution of Starbucks capsules as high-end.
We analyzed Nespresso's channel strategy in the Estrategias Canales Distribución para Marcas y Retailers report, prepared by Ebeltoft Group and Kiss Retail; you can download it here: