Liquid Barcodes

Resources

Simply Nothing Like Nespresso

Paula Thomas, Chief Content Officer, Liquid Barcodes

05/31/2020

For student marketers, perhaps some of the most exciting insights imaginable have come from Nespresso. Originally launched in 1986, long before premium coffee had become one of the world’s most popular drinks, Nestlé in Switzerland created a concept so compelling that it eventually took the world both by surprise and by storm, but at first, it nearly failed!

Recently dubbed “the Apple of coffee”, few brands boast anything close to the level of glamour and exclusivity of Nespresso, achieved at least in part by the irresistible charm of its global brand ambassador George Clooney – the iconic star Nespresso says was chosen its by Club Members as “the perfect personification of the understated elegance and authenticity.”

This article discusses the role of innovation and loyalty in Nespresso’s inspiring evolution becoming a $7.5 billion brand, as well as its clever use of the increasingly popular subscription model to continually delight its customers.

Nespresso brandThe Nespresso brand embodies luxury, sophistication and exclusivity. 

Lessons in Loyalty 

With the benefit of hindsight, it’s incredibly surprising that Nespresso barely survived its first decade in business. Originally designed for restaurants, the product was failing and only its then CEO Jean-Paul Gaillard realised its potential to delight coffee-loving consumers. Even now, there are few individuals who can match his achievements having personally created a “multi billion worldwide market segment” which still leverages the best of Swiss ingenuity and sophistication.

Gaillard’s strategy was to create the concept of “Le Club” – an exclusive community of loyal advocates that continues to this day. From those humble beginnings, the programme has evolved to a three-tier programme with benefits extending from free delivery for all purchases over 100 capsules and a coffee masterclass for “Connoisseurs”, up to exclusive products and experiences for “Ambassadors”. 

Nespresso membersNespresso members are classified by the length of their loyalty as well as their spend. 

Simple Subscriptions 

While Amazon Prime is perhaps the world’s best-known subscription programme worldwide, for coffee-lovers, the programme launched by Nespresso must surely come a close second. Customers subscribe to one of two packages depending whether they simply need a regular stock of capsules or also a Nespresso machine. 

For Machine Owners:

For customers who’ve already invested in a Nespresso machine at home, coffee capsule plans range from £17 a month to enjoy one cup a day, up to £50 a month for those who indulge in four or five, with the £30 plan suggested as its “most popular” capsule plan. As well as free delivery, subscribers enjoy a 10% credit “thank you for subscribing” bonus each month, as well as the flexibility to cancel at any time. 

Non-Machine Owners:

With Nespresso machines costing anywhere from £89.99 to £649.99, it was clearly a bold but essential move for Nespresso to provide free machines to coffee lovers who needed one, in return for their long-term loyalty on capsules. A “£1 Nespresso machine” concept was launched in the UK in July 2017 with three subscription packages to choose from, at a time when the patent had expired on the design of Nespresso capsules, bringing unprecedented competition for the product and brand.

Suddenly cost conscious consumers could save up to £95 a year using non-branded capsules with their Nespresso machines – a tempting choice that must have tested the brand’s true strength. And the strategy seems to have worked. The “£1 machine offer” now boasts thirteen options, ranging in price from £20 per month up to £70 per month depending on the desired machine, and the number of capsules needed each month. 

Nespresso Nespresso focuses on simplicity, additional credit or a free machine as some of its unique benefits for subscribers.

Innovation:

With intense competition inevitable in such a profitable industry, Nespresso is still relying on both innovation and its customer relationships to stay ahead. In the words of Vincent Leroudier, its Digital Customer Innovation Manager, the company is using digital technology to “share the Nespresso experience, build stronger relationships with people…. offering them new products…. and innovative ways to access them”. This has resulted in the launch of the “Nespresso Assistant” on Facebook Messenger in 2018 – a chatbot that advises customers on special offers, ways to recycle and an eCommerce option we are promised will enable users worldwide by 2020 to order their caffeine fix without ever leaving the Messenger app. 

In Closing:

Nespresso first started selling online twenty years ago and has continued to build its brand, designing beautiful boutique stores in premium worldwide locations while also embracing the beauty of subscriptions as a compelling business model.

In our increasingly complex and often frantic lives, subscribing to a favourite brand offers customers a real solution and one less thing to remember in the grocery store. For a brand like Nespresso, it offers the perfect combination of customer commitment and also a valuable connection to the community.

While the original brilliance of Nespresso has been to successfully enable any of us to create a perfect cup of coffee, along the way it also created a new consumer culture and became the global reference point for an entire industry. It’s truly inspiring to see this iconic brand using the concept of an exclusive “Club” and now subscriptions to drive loyalty and advocacy and ensure its enduring success in our coffee-loving culture. 

Nespresso

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialised in the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

www.LiquidBarcodes.com

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group, as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards. 

—————————————————


Blog post

The Refreshing Perks of Beverage Subscription Programs 

Beverage subscription programs offer convenience retailers the benefits of enhanced customer loyalty, a predictable revenue stream, customer data, and a competitive edge.

Blog post

Measure Beverage Subscription Program Success

Use three key metrics to measure beverage program success to ensure long-term viability and maximize profits.

Blog post

Enhance Foodservice Sales With Daypart Marketing and a Beverage Subscription Program

Increase overall foodservice sales by combining a smart daypart marketing strategy with a monthly beverage subscription program.    As foodservice continues to become most important to a convenience store’s financial success and ultimate viability, harnessing the dual power of beverage subscription programs and daypart strategies will help elevate sales throughout the day.

Blog post

FastLane Sees Success with Monthly Subscription Car and Truck Wash Program

FastLane becomes the newest retailer to join the subscription economy by offering monthly subscriptions for car and truck washing.

Blog post

Beverage Subscriptions Improve Foodservice Sales

Implementing a beverage subscription program will boost customer spending on foodservice items.  Consumers visit convenience stores to do three main things: get gas, use the restroom and buy a drink. As prepared food becomes the norm in convenience stores, give your customers an offer they can’t resist with a beverage subscription program.

Blog post

Use Digital Prepaid Cards to Get Started With Subscription Programs

Digital prepaid cards are frictionless and contactless and a simple way to get started with subscription programs. A subscription program is designed to conveniently remove thinking from everyday purchases for customers to make a one-time decision for month-long unlimited products like drinks and coffee.

Blog post

Which Subscription Model Will Win You the Most Customers?

Subscription programs are enhanced loyalty programs that drive repeat visits for your most valuable customers. According to a 2021 report by WestMonroe, the average U.S. consumer spends $273 per month on subscription-based services. If you haven’t already, it’s time to get in on that action.

Blog post

An Introduction to Subscription Programs

Subscription programs ensure recurring revenue by recruiting customers and enhancing the overall foodservice offer Subscription is a big buzzword referring to any recurring or prepaid program that is delivered or available on a regular basis. 

Blog post

Circle K Norway Wins NACS Convenience Retail Technology Award 

Circle K Norway wins the prestigious NACS award for technology innovations, including car wash subscription program powered by Liquid Barcodes. NACS awarded Circle K Norway’s leaders with the NACS Convenience Retail Technology Award at this week’s NACS Convenience Summit Europe in Dublin.

Blog post

Maxol Wins Customers and Awards With Loyalty App

Irish retailer Maxol celebrates a year of success with their award-winning loyalty app. Maxol’s loyalty app has been rewarded for excellence with the prestigious “2023 Loyalty Launch of the Year ” award at this year’s Irish Loyalty & CX Awards.

Blog post

Record-High Sales Coupled With Record-High Credit Card Swipe Fees Perplex Convenience Industry

NACS releases 2022 data for the convenience industry and retailers report record-high sales, fuel prices, and credit card swipe fees.

Blog post

Sunshine Gasoline Leads Industry in Technology Adoption

Florida retailer Sunshine Gasoline leads the U.S. convenience industry with app solutions for customer convenience and loyalty.

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

situs slot gacor

situs judi togel slot

situs judi online terpercaya

Situs Judi Togel Slot Online Terpercaya Indonesia

slot pulsa

situs judi slot online

togel slot casino online

istana slot online

istanaslot

Situs Judi Slot Deposit Pulsa

judi slot gacor terpercaya

istana slot

istana slot situs slot

ISTANAIMPIAN GROUP

ISTANASLOT

judi slot online gacor

slot win rate tinggi

judi slot online gacor

slot deposit pulsa

istana impian 2

istana impian

istanaimpian slot online

agen togel casino

judi live casino

agen togel casino

istana impian 4

istana impian

istana impian 3

gangster4d

uno prediksi

prediksi togel istanaimpian

slot online gacor 2023

raja situs judi slot

https://www.interactworldwide.org/

slot online gacor

slot online terbaik 2023

Daftar Slot Online Gacor 2023

Situs Judi Slot Demo Pragmatic

slot deposit dana Terbaru 2023

istanaslot

istana slot online

slot88

https://134.209.107.98:777/

https://buletin303.com/

istanaslot

slot dana

https://blog.libero.it/wp/slotdana/2023/05/19/agen-judi-slot-deposit-dana/

https://platform.blocks.ase.ro/blog/index.php?entryid=26210

https://b.hatena.ne.jp/istanaslotgacor2022/

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=2

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=3

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=4

https://t.me/s/togelslot88gacor

https://t.me/s/situsslot

https://telegram.me/s/situsslot

https://medium.com/@gulaiayam8899

https://medium.com/@gulaiayam8899/about

https://medium.com/@gulaiayam8899/berita-terkini-seputar-slot-gacor-dan-togel-online-69848fa6e114

https://medium.com/@gulaiayam8899/rahasia-kesuksesan-dalam-permainan-slot-9a0664549e1b

https://medium.com/@gulaiayam8899/rtp-slot-gacor-auto-sultan-7e23ec9e7afb

https://medium.com/@gulaiayam8899/misteri-slot-gacor-bb02b74acd18

angka toto

https://istana-gacor.xyz/

https://istana-gacor.com/

https://www.istanaslotgacor.xyz/

https://istanaslot.w3spaces.com/

https://slot-toto.netlify.app/

https://gangster4d.netlify.app/

gangster4d slot

gangster4d

slot pulsa

http://ukt.uhnsugriwa.ac.id/admin/slot88/

https://bma.ac.ke/wp-content/uploads/2023/

https://ishcsf.com/slot-gacor/

https://www.sos-logistica.org/wp-content/uploads/slot-demo/

http://labiela.com/cgi-bin/slot-gacor/

https://www.ideasei.com/wp-content/slot-dana/

situs togel
slot777
slot gacor
https://dilmil-padang.go.id/slot-pulsa/
https://dilmil-padang.go.id/slot-dana/
http://covid19.bulukumbakab.go.id/slot-toto/
http://covid19.bulukumbakab.go.id/slot-gacor/
http://covid19.bulukumbakab.go.id/slot88/
http://covid19.bulukumbakab.go.id/slot777/
slot777
slot gacor
http://sion.uhnsugriwa.ac.id/css/slot-gacor/