Abstract
How Nespresso made it to turn a basic product into a luxury one through its CRM strategy? Drinking coffee is such a common habit that brands always offered all the elements to enjoy this beverage at home; the coffee, the machine, the filters… As a result, the quality and taste can never constant and the best way to appreciate a high quality coffee was in a bar or restaurant, equipped with professional machines. Nespresso nevertheless decided to open access to premium coffee experience at home… A strong concept, a relevant positioning supported by an exemplar CRM strategy leaded the brand to success. So we will first present the concept, then analyze the key elements of the strategy and try to foresee threats to finally develop recommendations.
