Nescafe Jumps In Coffee Market Following Collaborative Campaign

Nescafe Jumps In Coffee Market Following Collaborative Campaign
Rochelle Burbury
By Rochelle Burbury



Following the successful launch in November 2015 of more than 75 interactive and eye catching end cap displays complete with demonstration functionality in Harvey Norman, and in collaboration with shopperXP, NESCAFE Dolce Gusto has emerged as a clear #2 player in the hotly contested coffee system market.

Since the launch of the permanent point of sale fixtures, NESCAFE Dolce Gusto has seen a steady increase of market share, most recently in March 2016 recording its highest market share of 29 per cent (Source: GFK Data Mar 2016).

NESCAFE Dolce Gusto brand manager, Bryan Wyn, said, “The growth is testament to the continued brand investment in TV advertising, machine innovation, competitive price promotions and ongoing in store demonstrations from shopperXP’s highly trained sales staff.”

These strong sales and share results cap off a great start to 2016 for NESCAFE Dolce Gusto which has also been awarded the 2016 Canstar Blue award for ‘Most Satisfied Espresso Machine Customer’.

shopperXP client experience director Brendon Walker said, “We love working with innovative products and clients that invest back into bricks and mortar. In today’s retail landscape, competition is not just between brands, it’s also about whether to buy online or in-store.

“Online shopping cannot replace the experience of placing a product in the consumers’ hands via sampling or demonstration. This strategy is sending consumers in to stores wanting to touch, smell, taste and interact with products before they buy them. NESCAFE Dolce Gusto has proven the in-store experience works.

“NESCAFÉ and the shopperXP team are now gearing up for a big Mother’s Day in May, one of the busiest retail days of the year. Historically the category has been very popular for Mother’s Day, so the Dolce Gusto coffee machines are sure to be a hot item.

“Expertly trained sales staff will be featured at selected Harvey Norman, Big W and Target stores across the country to assist customers and share some freshly brewed coffee.”

 




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