Malgré un projet innovant, Nespresso a dû adapter ses produits aux attentes des consommateurs, notamment lors du changement de stratégie opéré par le groupe dans la fin des années 70.
En vendant aux particuliers, Nespresso s’est engagé à fournir une machine au design moderne mais a dû inventer un support grâce auquel les capsules Nespresso seraient stockées. Ce support est appelé « distributeur » Nespresso. Soucieux du détail et des attentes de ses consommateurs, Nespresso a commercialisé plusieurs types de distributeurs au design très différents les uns des autres.
Pour ses clients, Nespresso est allé encore plus loin en créant des distributeurs de capsules muraux.
Des modèles comme le pixie-wall vous permet d’accrocher votre distributeur de capsules au mur de façon invisible. En outre, la présentation des capsules permet de bien différencier les saveurs puisque le pixie-wall contient directement les étuis de telle sorte que la couleur des étuis permette au consommateur de se repérer facilement.
D’autre part, la marque Baretto s’est aussi illustrée dans le design des portes-capsules Nespresso en offrant aux consommateurs une large gamme de choix afin de leur permettre d’adapter le design voulu à leur intérieur.
Et demain ?
Avec l’arrivée de nouveaux concurrents tels que la société hollandaise United Coffee, Nespresso devrait être poussé à innover de plus en plus et nous surprendre encore plus.
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