Background: Nespresso is a part of the Nestlé group and was founded in 1986, in the liaison of the revolutionary new method of brewing coffee. The idea was that everyone should be able to brew themselves a cup of espresso that would taste as if a professional barista had done it. Nespresso has now turned in to a new coffee culture. From the beginning Nespresso only sold their products via their club, Nespresso Club, but in year 2000 they opened their first store in Paris. The first store in Sweden opened year 2006 in Stockholm, followed by one in Malmö year 2012. Nespresso has a strong brand essence and wants consumers to perceive their coffee as a sensorial experience. Too consume coffee is a simple but refined lifestyle that offers timeless elegans. Through Nespressos stores consumers can experience the brand with all of their senses. Therefor the store does not only work as a sales channel but also as a unique display of the company and their passion for coffee (Newsdesk.com).
Purpose: The purpose with this essay is to locate the main reasons as to why concept stores create a value.
Delivery: In order to answer the problem formulation a qualitative examination has been conducted. A variety of angles were examined, both observations done by both authors and interviews. Two consumers where interviewed and two employed at Nespresso, where one of them worked in the actual store in Malmö and the other was manager of Nespresso Sweden.
Results: Through this study, we concluded that the Nespresso store provides both business and consumer value by the use of different types of sensory strategies that influence both the customers conscious and subconscious.
Nespresso uses a taste strategy that adds value to the consumer by offering samples of coffee. It leads to that the company can prove that the coffee is good, which in most cases leads to purchase. Regarding tactile strategy in the store gives the opportunity for consumers to feel the products, this creates added value. Respondents in the survey had never bought for example a machine without feeling it. It thus creates added value because the customer then buys the machine.
The company has managed to add value through their store and servicescape because many customers prefer to visit the store instead of making their purchase online. Many consider the purchase is a pleasant experience and common to all customers is that there is no stress. To continue maintain this mood on the weekends when there are more people, we recommend Nespresso to use more of, and inform of, the so called The Pick-Up Area where customers in advance can order their products. The social density in the store is according to the study high, many customers feel connected to the others in the store and can identify with the brand. In Sweden we have a special coffee culture. If it had been implemented in Nespressos store the social density had increased for sure, but since it is contrary to their concept, this is not recommended.
Through the study, we concluded that Nespresso has many loyal customers, largely thanks to their unique concept store that adds value both to themselves and to their customers.