Nespresso Canada is reopening its Yorkdale Shopping Centre boutique and leaning heavily into sustainability as it updates the ways in which it celebrates coffee and community.
The new concept store is “designed to elevate the customer experience,” according to a news release. Yorkdale was the site of one of Nespresso’s first such concept stores, unveiled a decade ago.
According to the company, the boutiques draw shoppers in with offers of flavour trials in the hope that, as they become regular visitors, they will eventually become e-commerce clients.
The boutiques also serve as high-concept pickup spots for customers who have purchased coffee capsules, machines and other products from Nespresso’s online portal.
Alexis Giguère, Nespresso Canada’s VP of B2C channels, e-commerce and retail says the Yorkdale location is the “new benchmark” for the brand.
He says the location’s focus on coffee quality, elegance and the circular economy “perfectly aligns” with the sustainability-first ethos of the B Corp-certified company. A “circularity” section in the shop drives home the brand’s better-for-the-planet aspirations.
The store also features the “Relove” program of discounted refurbished coffee machines. The second-hand initiative is informed by brand insights showing that 55% of consumers are more likely to support or purchase from organizations that allow for the repair or refurbishment their products.
The “Recycling Corner,” provides club members with the opportunity to drop off used and recyclable Nespresso capsules.
And the shop has a few aesthetic differences from its predecessor too.
The tasting bar is more open than past designs with fewer barriers between barista and consumer and local artists are also on display in a celebration of coffee’s effect on creative inspiration.
“We want people to stay as long as they would like,” Giguère says.
The concept also includes features such as a roasting and grinding machine area, coffee-creation masterclasses for club members and an interactive digital foam printer that personalizes coffee tastings with custom latte art.
The entire project is in service of community building and sharing the love of coffee, while allowing customers to engage in the experience as much as they want, Giguère says.
The boutique sells different types of coffee machines and accessories to complement the in-store experience.
To connect with audiences, Nespresso has deployed digital directories, bilingual press release dissemination, earned media, local influencers and social posts on Nespresso Canada accounts.
