Today’s consumer is discerning and slightly… unpredictable. One may buy a different type of coffee for private consumption at home, a different one to bring to the office, and yet an entirely different type to offer as a gift.
Nespresso’s product development strategy allows the company to bundle different types of coffee together and box them according to a theme. For example, at New York City Nespresso boutiques one can find the ‘New York’ Collection of coffee. The brand entices consumers to buy different bundles for home or for presents and even intrigues existing customers with offers that expose them to additional flavors outside of their regular preferences keeping the excitement going.
What types of collections can your brand offer?
Thomaï Serdari for PIQluxury.
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