Nespresso Offers Personalized Sampling Engagement
Nespresso was interested in challenging the preconceptions of high-end coffee consumers, and showing them that the brand is as much of a coffee snob as they are. To introduce a wide variety of its coffees to affluent and well-heeled professional consumers in an efficient and time-sensitive way, the brand went to one of the most likely places to find a concentrated group of these desirable consumers: Grand Central Terminal in New York City.
Nespresso turned Vanderbilt Hall into a high-tech coffee shop, perfect for a javafficianado in a hurry. The goal was to introduce the wide variety of flavor options for Nespresso’s product, and to get product in peoples’ hands so they could see the quality first hand. The centerpiece and attention grabber was the 20-foot by four-foot multi-touch projection wall, paired with a fleet of brand ambassador baristas ready to assist passersby in finding the flavor that fit them best. Consumers walked up to the multi-touch screen and answered a short series of lifestyle questions like “Day person,” or “Night person” or “Spicy or Mild,” and based on their input, received a recommendation for their personal flavor profile. Then, a brand ambassador immediately brought them over to a tasting station and gave them a sample of the suggested flavor. Although the thirsty coffee drinkers didn’t have to go through the recommendation experience to get a coffee, many did and found that they enjoyed their custom cup. The brand gave out thousands of samples during the experience and more than 1,000 of them were from personalized recommendation experiences. A tasty day was had by all.