At first glance the sleek Nespresso pop-up boutique in the newly renovated 25 400-square-foot cosmetics department inside New York City’s Bloomingdales department store could be mistaken for a cosmetics counter as well. That is until the aroma of espresso entices the senses.
Through the end of the month the brand’s stylish pop-up boutique inside Bloomingdale’s 59th street location will give holiday shoppers a chance to experience Nespresso’s selection of espresso machines and sample its Premium Blend Grand Cru coffees. Nespresso flavors are packaged and portioned inside colorful capsules which on shelves embody the look and feel of the cosmetic counters surrounding the boutique. The prime location allows the brand to target its core audience—cosmopolitan luxury shoppers—where they generally shop this time of year.
“It’s not typical to see a coffee company sharing counter and floor space with cosmetics ” Shanin Molinaro marketing director at Nespresso told Buzz. “We felt this strategy was a little out of the box and unique and unexpected which is the thing we’re always trying to give our loyal followers and those that don’t know us yet.”
At the boutique espresso coffee specialists provide an education-based sampling experience by giving each consumer an overview of the brand and creating customized demonstrations to help each customer understand how Nespresso can cater to their unique coffee tastes. The boutique functions as a place to learn more about Nespresso purchase holiday gifts and enjoy a free caffeine boost. The pop-up also directly benefits the company’s bottom line with its retail component. “Everyone wants to see the success of the pop up and that success can relate both to the marketing experience as well as sales ” Molinaro added.