NESCAFE - BAD DAY

I am pretty sure that each of you has already lived a bad day. This day was so horrible that you said to yourself "What have I done wrong????". You know exactly what I mean. Nescafe did a commercial about this, let's see it. 

Nespresso promote their brand through huge communication plan. For instance, the company promotes its product through TV participative ad campaign, sponsorship, magazines... They keep advertising the same mass media because it has been highly efficient in brand awareness.
Thus, Nespresso advertise heavily on online ordering since it is considered as a cheapest and most effective tool to satisfy the lack of awareness that will lead to customer purchase. Moreover, they take advantage of celebrity's image. For example, the company is convinced that Georges Clooney has a power to convince customers to purchase, and especially women.

Then, this commercial called "Bad day" understands pretty well the customer experience. 

A customer experience strategy can help you retain more customers and stop them from defecting to competitors.

That's is exactly what Nescafe tries to do with this commercial. The company wants you to identify yourself to the brand. The objective is to implement a real proximity with its customers. 

  

To conclude this article, Internet is not only a good retail channel for the brand but it is also used by the company as a brand-loyalty system and a strong communication. Indeed, Internet enable the Nespresso club to be well-organized. The members of the Nespresso Club benefit from a range of personalized services. This club's objective is to create added value for the customer and develop a sense of belonging. 

The customer must feel privileged !

So, if you are a coffee-addict or just a huge fan or Georges Clooney, do not hesitate to join the Nespresso Club.