How Nespresso balanced physical and online customer experiences

The drive toward digital transformation for CX does not mean in-person interactions should be neglected, as Nespresso demonstrated

During the pandemic, more customers than ever before were taking advantage of online retail platforms. While this trend has continued long after restrictions on movement were lifted, brands, such as Nestle’s Nespresso, have been making sure virtual and real-world customer experiences have contributed to improved brand awareness, identity and loyalty.

For Nespresso, balancing physical and online customer experiences has been essential to its ongoing success, particularly when people returned to bricks-and-mortar retailers. In his fireside chat at CXN Live: Omnichannel CX 2022, James Hansford, B2C commercial manager – omnichannel at Nestlé Nespresso, gave the example of the brand’s Masterclasses as a way to engage customers in person.

The Masterclasses, which take place across multiple markets worldwide, have proven to be a powerful engagement and education tool for interacting with customers in an omnichannel environment. Hansford said these events enhance the brand’s commitment to quality, without compromising the online experiences that are equally important for creating brand loyalty and customer retention.