Nestle Brews a Dolce Gusto Training Program
To position the Nescafé Dolce Gusto as a cost-effective alternative to major coffee house beverages and to excite retail salespeople about the product, the company sent retail staffers to one of 20 Dolce Gusto University training days and then implemented an in-store demo program at 450 retailers last fall.
Consumers who stopped by Bloomingdale’s, Macy’s, Sur La Table or Bed Bath & Beyond could engage with brand ambassadors who demonstrated the machine and offered a free hot cup of coffee. The brand ambassadors trained all retail sales personnel on the product and kept them energized with a complimentary Dolce Gusto in the employee break room. In turn, the retail employees became brand ambassadors themselves and stimulated sales even when Dolce Gusto ambassadors were no longer on-site. The 72-day program provided a platform for 6,629 in-store demonstrations, 400,000 samples and 6,600 same-day machine sales.