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Direct marketing … nice innovation by Nespresso

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I must say Nespresso is always well ahead of its competitors as far as promotion is concerned.

As a Club member of Nespresso I received regularly their offers per mail and most of the time it’s more story-telling than real promotion. You get a nice leaflet presenting the latest “limited edition” with fantastic pictures that make you travel in exotic countries.

As you may have read on this blog, Nespresso’s monopoly is now attacked by competitors such as Casino in France and Nespresso recently broadened its product range to include new capsules. To help customers find their way in a still-simple-but-getting-more-complicated product range, Nespresso sent an innovating leaflet which helps customers categorize the different capsules.

My take :

This is really an innovative and clever leaflet by Nespresso. I love the format and the message. Well done.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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