Nespresso has opened a new flagship store in Sydney that doesn't sell machines!
by Chee Leng
Nespresso has 8 stores in Australia and recently it has opened a mega-store, a two storey store (it is said to be the largest of its type in the Southern hemisphere) that is a cafe and works like an Apple store where you can get help on matters relating to coffee.
Now, here is the interesting part. Cafe is where you buy coffee, and apple is where you buy equipments, but this new Nespresso store do not sell machines!
Nespresso Chieft Commercial Office Christophe Cornu highlighted that the earlier stores in Australia is too small and to make a statement, you need something bigger.
True, you need to make an impression to make an impact, but customers entering the store will not be able to buy the machines but only to see how the systems works.
The second floor is the one that is totally devoted to selling the machines and capsules. It is indeed interesting.
A store that is not salesy, do not put any pressure on you to buy and if you do walk to the second floor, your intention to buy is high and the sales staff need only to assemble the right package and pricing to make you take out your credit card.
I totally agree with the Australia general manager Renaud Tinel saying about how it is vital that potential customers get hands-on experience with the system.
By making the store in this manner, Nespresso Australia ensures that customers that bought its products know what they are buying.
The end results is a group of very satisfied customers and probably loads of positive testimonials...