In our Influencers series run in conjunction with Appliance Retailer magazine, Current.com.au speaks to the industry leaders, big brands and well-known identities that have helped shape the electrical retail industry in 2013.
Today, Nespresso Australia commercial manager John Ciaglia talks about the new products driving growth for the brand and Australia’s ever-increasing love of coffee.
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How has the first half of 2013 been for your business?
I’m pleased to report it’s been a solid start to the year for Nespresso. Our passion for perfection has been a key driver in our success as we continue our quest to consistently deliver the highest quality coffee to consumers.
As the nation’s appreciation for high-quality coffee has continued to grow, so too has the market for at-home portioned coffee machines. Australians continue to choose the genuine quality of Nespresso coffees and the personalised service offered as part of the unique Nespresso experience. In response to this demand, we will release more Grand Cru coffees than ever before in 2013, as part of our Year of Coffee.
In addition to this, we continue to see success with our seasonal cashback promotions including the most recent Mother’s Day promotion. During Mother’s Day we launched an exciting new campaign named ‘Objects of Desire’. ‘Objects of Desire’ represented the launch of two new machine colours to the already existing Pixie and Lattissima+ ranges. Inspired by industrial metal, we introduced Pixie in stainless steel and Lattissima+ in black.
Cashback incentives make it easier for those looking to purchase or renew their coffee machine, to access everything Nespresso has to offer: highest quality coffee, smart and innovative coffee machines and exclusive, personalised services.
What are your predictions for the second half of the year?
In the second half of 2013, we will launch another addition to the widely popular Nespresso U machine range: Umilk. The Umilk will allow coffee lovers to enjoy the ultimate coffee and milk experience with the integration of the innovative Aeroccino3 to the machine. We predict that the Umilk will be met with enthusiasm given Australia’s preference for enjoying coffee with milk.
The release of Breville and Nespresso co-branded machines will also be available in the latter half of the year. This new partnership will co-exist with our existing and very successful partnership with De’Longhi. By having two machine partners it creates an opportunity to further grow the portioned coffee machine market by offering our new and existing Club Members and retailer partners a wider choice of machines and colours.
What opportunities do you see for the electrical retailing industry?
In the past few years we have seen a renewed trend of entertaining in the home and it’s presented a fantastic opportunity for the electrical and appliance retail industry. Australians now appreciate the full café experience (aroma, choice, quality) and want to recreate this at home through innovative, personalised and sustainable systems.
What threats are currently present in the industry?
With the increasing appreciation of at-home café experience, the number of competitors in the portioned coffee category has naturally increased in the Australian market. At Nespresso, we welcome competition and look forward to continuing to offer the most premium coffee experience to our new and existing Club Members.
As the pioneer in the portioned coffee category, Nespresso continues to invest in product innovation so we can offer our new and existing Club Members the highest quality coffee and customer service in a growing industry.
What is your favourite product of 2013 so far?
My favourite product is about to launch in the Australian market from mid July. It’s the Umilk machine, which includes an integrated fresh milk solution on one platform for added convenience.
The July issue of Appliance Retailer magazine includes more discussion on the issue from more than 20 leading figures.
If you would like to take part in our Influencers series, contact editorial@current.com.au.