Canstar Blue survey reveals most popular coffee machines.
The Nescafe Dolce Gusto has been crowned the winner of Canstar Blue’s latest espresso coffee machine customer satisfaction survey, rapidly climbing from seventh place in the 2015 survey. The company attributed the result to efforts to drive brand awareness, increased distribution with new customers, building strong presence in stores and using digital marketing to drive consumer loyalty.
This year, the Aldi Expressi dropped to second place after holding the top spot for three consecutive years, while De’Longhi and Nespresso received third and fourth place, consecutively.
Further to the win, following the launch of more than 75 interactive displays with demonstration functionality in Harvey Norman, in collaboration with expert field sales agency shopperXP, in November 2015, Nescafe Dolce Gusto recorded its highest market share of 29% (GFK Data Mar 2016).
Nescafe Dolce Gusto brand manager, Bryan Win said, “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.”
shopperXP client experience director Brendon Walker said, “We love working with innovative products and clients that invest back into bricks and mortar. 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.”
“Nescafe 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,” Walker added.