Nespresso spotlights company values and connects with shoppers through Brand Stores

Nespresso wanted to design a destination for shoppers that helped create a tangible experience of its brand vision and products. That’s what inspired them to create the Nespresso Brand Store.

Nespresso’s goal, when designing its Amazon shopfront, was to not only increase visibility for the entire line of Nespresso products, but also to emphasise the brand’s dedication to sustainability. Customers could explore how to recycle Nespresso products and learn more about the company’s sustainable practices through the Brand Store. This carefully curated brand destination helped Nespresso gain customer trust.

“The Nespresso Brand Store is a place for Amazon shoppers to browse and shop our assortment of coffee and espresso, as well as our machines. Our customers get the chance to experience the Nespresso brand identity and navigate through pages in our Brand Store, such as recycling and sustainability, to learn more about the values of the Nespresso brand,” said Desireé dePierro, category analyst at Nespresso. “In addition, our goal is to give our customers confidence that they are purchasing authorised Nespresso coffee to experience unforgettable taste in every cup.”

Strategies that have worked well for Nespresso include carefully curating its content to ensure a consistent brand experience for Brand Store visitors. Its lifestyle images, videos and content are meticulously crafted to reflect Nespresso’s commitment to quality and sustainability.

“It’s important to always have high-quality brand content to showcase our products in the best way possible, so that customers have the best experience,” dePierro said.

Nespresso also treats its Brand Store as a landing page, driving traffic from its Sponsored Brands ad campaigns and Posts to its shopfront. By doing so, they are able to showcase all things Nespresso in a singular destination.

“The biggest value of Brand Stores is that shoppers can access a brand’s full product line and learn more about the brand all in one place,” said dePierro.

By activating across various Amazon Ads solutions, Nespresso prioritises brand consistency to help customers easily recognise the brand. Its messaging, imagery and tone of voice remain consistent across Sponsored Brands, Sponsored Products, Sponsored Display and Brand Stores. This helps reinforce Nespresso’s identity and strengthens its position as a premium coffee brand. Customers are presented with a unified brand experience, building trust and loyalty.

Nespresso also updates its shopfront frequently to keep it dynamic, in order to help drive visibility and engagement for its products, especially ahead of key shopping events and product launches. “We update our Brand Store depending on seasonal changes or product launches. The schedule will be adjusted based on business needs,” said dePierro.

The brand also leverages in-built tools, such as shoppable images and product tiles. It captures shoppers’ attention and inspires them to purchase through shoppable images that show products in action and in realistic contexts.

“We love using lifestyle images in our shopfront to make it look and feel like Nespresso. They help customers see what our product will look like outside of the stock product images,” said dePierro.

Nespresso coffee and a coffee machine on the counter

Nespresso’s use of Brand Stores shows how building a destination for customers can help foster loyalty and growth. Its shopfront has played a central role in shining a spotlight on the brand. In 2023, Brand Store views increased by 21% compared to the previous year.¹

After using this self-service ad solution, Nespresso gathered key learnings to share with other brands and marketers looking to grow on Amazon.

“Make sure your shopfront reflects your brand identity and the products that you sell for the best customer experience,” said dePierro. “We’ll create Amazon-specific content based on our product collections and always ensure it matches the Nespresso brand guidelines.”