ExScan – the Nespresso experience
Experience Scan : A++
Nespresso is one of the few end-to-end experiences that hits all the right buttons for the coffee lover. Where other companies (like Philips & Douwe Egberts) place an OK coffee maker (the Senseo) on the kitchen counter, Nespresso brings a Starbucks-like experience into our home. And all only for…..$0.45 cents per cup!
So how did Nespresso get me to think that what is on a per cup basis 3x more than Senseo and more than 40x filter coffee – is actually a good value?
The Experience Scan shows why.
How well does Nespresso ‘work’? What does it offer? deep, rich coffee taste, flexibility to offer different strengths to different people, the compact, modern design of the machine that sits neatly on the counter, seductive aroma’s, wonderful colours of the capsules. All of this Senseo can equal if they want to.
But a visit to the Nespresso store expands the act of making coffee in your home into a total experience and pushes it beyond Senseo. I buy Senseo coffee at the local supermarket but I visit the chiquest shopping street in Amsterdam to buy Nespresso (or I order online).
In store, I’m overwhelmed with a feast of colours, smells and experiences. I can have a free coffee in an elegant cafe to try out some of the new flavours. I can smell the coffee beans. I can even bring my old capsules and deposit them in the container that’s seamlessly designed into the wall. The staff just seems to delight in keeping me there – and enticing me to try new coffees.
And that’s the power of understanding everything about your customers and designing from there : a 300% price premium vs. your nearest competitor.
Does it work ? Grade A B C or F
Grade A : It works better than I want
- Coffee tastes, smells and looks great – better than Starbucks
- Easy to order, use
- Flexibility to try different types of coffee is a bonus
- Visual design of maker, capsules, packaging fits neatly in kitchen and is great to see
Does it understand me ? a “+” for ‘understanding’ me, a “-” for not, or neither
a bonus “+” : I felt they understand me and my situation
- machines not ridiculously expensive
- store experience that isn’t overly commercial, focuses on getting me to try more coffee
- recycling and thoughtful education on material choice a nice plus
Is there a “Wow” factor? a “+” for something so special you’d tell your friends, or not
a bonus “+” end to end perfection and the consistently excellent delivery.