Nestlé’s latest in-store experience via shopperXP pays off with a significant jump in market share
Following the successful launch in November 2015 of more than 75 interactive and eye catching end cap displays complete with demonstration functionality in Australia’s largest consumer electronics retailer Harvey Norman, and in collaboration with expert field sales agency shopperXP (a division of Crossmark), Nescafé Dolce Gusto has emerged as a clear #2 player in the hotly contested coffee system market.
Since the launch of the permanent point of sale fixtures, Nescafé Dolce Gusto has seen a steady increase of market share, most recently in March 2016 recording its highest market share of 29% (Source: GFK Data Mar 2016).
Says Bryan Wyn, brand manager, Nescafé Dolce Gusto: “The growth is testament to the continued brand investment in TV advertising, machine innovation, competitive price promotions and ongoing in store demonstrations from shopperXP’s highly trained sales staff.”
These strong sales and share results cap off a great start to 2016 for Nescafé Dolce Gusto which has also been awarded the 2016 Canstar Blue award for ‘Most Satisfied Espresso Machine Customer’.
Says Brendon Walker, client experience director, shopperXP: “We love working with innovative products and clients that invest back into bricks and mortar. In today’s retail landscape, competition is not just between brands, it’s also about whether to buy online or in-store. Online shopping cannot replace the experience of placing a product in the consumers’ hands via sampling or demonstration. This strategy is sending consumers in to stores wanting to touch, smell, taste and interact with products before they buy them. Nescafé Dolce Gusto has proven the in-store experience works.
“Nescafé and the shopperXP team are now gearing up for a big Mother’s Day in May, one of the busiest retail days of the year. Historically the category has been very popular for Mother’s Day, so the Dolce Gusto coffee machines are sure to be a hot item. Expertly trained sales staff will be featured at selected Harvey Norman, Big W and Target stores across the country to assist customers and share some freshly brewed coffee.”