Nespresso will open its first ever pop up boutiques at three Sydney locations this month in a move to improve accessibility for its Club Members and test potential permanent locations.
The concept signals a new strategy for the company, which has grown to a footprint of 11 boutiques in Australia as well as an e-commerce store.
The new pop up boutiques will be located in Westfield, Miranda; Sydney Airport’s T2 Domestic terminal; and Castle Towers, Castle Hill.
Loïc Réthoré, GM, Australia and Oceania, said the format provides an innovative way to gauge customers’ interest in new retail locations.
“The pop up boutiques will increase the accessibility of our coffee experience for Club Members who live in these areas or who are travelling via the airport.
“We receive great feedback from Club Members regarding their boutique experiences, however, we wanted to come up with a more innovative retail format that would help us test the demand in retail locations where we didn’t have a presence until now. If they prove popular, we will consider opening other pop up boutiques in other locations in future,” Réthoré said.
Nespresso has carved out a unique space in the portioned coffee market by investing in every part of the value chain, from working with coffee farmers through to running a national retail network.
The result, Réthoré says, is a highly engaged and loyal base of Nespresso Club Members.
“By expanding our footprint through the pop up boutiques, we will be able to bring that experience to more people. We see it as a way to build Club Member loyalty, which has been critical to Nespresso’s success in recent years,” Réthoré said.
A key design feature of the pop up boutiques will be a Grand Cru Wall, featuring Nespresso’s range of 23 Grands Crus. It will also feature complimentary coffee tastings and capsule recycling collection points.
The three sites have been selected by Nespresso based on a number of factors including Club Member penetration in those areas, the presence of other premium retailers, and customer traffic in the centres.
“We are always looking for new ways to connect with our Club Members and grow our business sustainably. We see this approach as the next step in our retail strategy,” Réthoré said.
