Tuesday 4 August 2009

Loyalty beyond reason = Nespresso

There are some brands that just permeate the soul, and in my case one of them is Nespresso. Acquiring the newly launched Citiz machine cost me 5 hours – the time it took for a round trip to my nearest Sur Le Table store (courtesy of the Chicago area traffic). Although the official launch was 1st August I have been enjoying my machine for 2 weeks now.NB this proves the power of exclusive launches works for brands (as Sur Le Table get a 1 month head start on the other retailers).

What did I get: a) exquisite design, b) an in built milk frothing (Aerocino) for Lattes and Cappuccino’s, and c) consistently darn good tasting coffee. I have already overinvested in 200 capsules (when purchasing my welcome pack) – and cant wait for the ongoing interaction with the Nespresso Club.

My next goal is to understand how well the folks at Nespresso build their brand relationship with me.

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