In the United States, Nespresso is usually associated with high-quality coffee - not to mention those George Clooney ads. This week on Hidden Layers, I sat down with Justin DeGeorge, the Vice President of Marketing at Nespresso USA, to talk about how the company achieves its mission of providing the best coffee experiences to consumers in a sustainable way, as well as what Nespresso’s experiences over the past year have been like.
As a largely D2C brand, Nespresso was well-equipped once the pandemic hit to keep people caffeinated in the comfort of their own homes. At the same time, the company had to think of ways to give people the kind of top-notch service they had come to expect without being able to interact with them in-person. As Justin points out, coffee-drinking is a sensory experience - so being able to replicate that at home required a lot of creative thinking, as well as a detailed understanding of what customers want from the brands they use.
I also spoke with Justin about how the company uses data and machine learning to get a better understanding of its consumers and identify the kinds of experiences that will keep a customer loyal to the brand, as well as the importance of sustainability to Nespresso’s core mission.