Nespresso is one of four retail brands to achieve a perfect score of 100 for in-store customer service, according to a recent shopper study of 265 retail brands by brand strategy adviser, Be Brands. The score was based on six criteria, including the welcome or first approach, contact with the customer, ability to communicate why the brand is important, store design, staff commitment and functionality of the brand’s website.

nespresso store

Secret shoppers visited retail stores between February and August 2015 to engage with staff in three shopping centres in Victoria and NSW.

Be Brands founder Simon Hammond said the best brands trained staff to know why their brand existed and why it mattered, and ensured they were able to tell a story linked to all aspects of the brand.

“Australian-bred retailers have let international brands walk in and grab market share due to their investment in their brands, as much as buying power and economies of scale,” he said.