For months I had walked past the construction site of the Nespresso Boutique Bar in in the Yorkville neighbourhood of Toronto. Having admired the minimal designs of their coffee machines I was curious. Yet, I was skeptical. The size and location of the space seemed over the top – even for an “experience” store.
Really, it’s just coffee isn’t it?
But, I was won over.
I entered the space in a customer mind-set, to fully immerse myself in the experience – from the double volume café in the front where I was greeted by the hostess, to the retail space in the back where knowledgeable staff skillfully showed me the various coffee machines and explained the exclusive coffee varietals. Even, fully aware of the intent of the space and the tricks of the trade, I was seduced. After perusing the beautifully designed machines (while enjoying a complimentary espresso), I even stayed to enjoy a light lunch in the café.
They had hit the mark. How?
Nespresso Exterior Café Retail Boutique [in the rear]
Entertainment, education, escapism and aesthetics
The four realms of experience as defined by B. Joseph Pine II & James H. Gilmore in The Experience Economy have become the hallmarks of great customer experiences – and this space tapped into all of them.
However, successfully resonating with customers, takes more than addressing the realms of experience. A great retail experience must be differentiated from the competition, offering something unique in the marketplace. It must also be relevant to its target market, fully engaging them and promoting return visits – That’s what makes it a great customer experience!
Differentiation:
This is a cathedral to coffee, unlike any other coffee purveyor. Coffee is elevated to fine wine status, with a luxurious, spacious setting and a menu featuring coffee and food pairings.
Relevance:
A sophisticated environment enhances the beautifully designed machines and coffee capsules; either of which, a design and taste savvy customer would be happy to showcase on their own kitchen counter. Coffee sampling ensures customer confidence in the quality. And the inclusion in the “Nespresso Club”, with purchase of a machine, enhances the sense of exclusivity for an aspirational customer.
As a consumer I am definitely considering Nespresso, but as an industry insider I’m still a little skeptical. Beyond making an initial impression, to keep customers engaged (and be financially justifiable over the long term) the experience will need to evolve. I look forward to tracking their progress.
