We've recently been working with Iris Experience and Lavazza on the implementation of a sales support programme through retailers, in support of Lavazzas award winning espresso machine A Modo Mio. During this process, we've worked to develop our search and selection strategy, training and incentivisation programmes. It's been an interesting experience and highlighted many opportunities to further enhance this delivery.
We’ve recently been working with Iris Experience and Lavazza on the implementation of a sales support programme through retailers, in support of Lavazzas award winning espresso machine A Modo Mio. During this process, we’ve worked to develop our search and selection strategy, training and incentivisation programmes. It’s been an interesting experience and highlighted many opportunities to further enhance this delivery.
We wanted to post a recent e-mail that was received by the team from a customer that interacted with one of our Mashers on this activity. It really highlights the strength of the face to face interaction when executed properly, and combined with an excellent product. Here it is;
I have just spoken to your customer helpline, where the helpful lady suggested I email you. In a busy day I think it worthwhile to drop you a line with some feedback on your modo mio system, which I have recently purchased via
your John Lewis promotion. My wife and I run a small fine art gallery in Bath. For some time we have wanted to be able to offer clients coffee whilst they look at what we are exhibiting. The coffee would not be supplied on any
commercial basis, and the use of any machine would be domestic in scale – but we wanted the coffee to be really good. Space for us was a vital consideration – we don’t have much of it. So, some months ago we started looking. Selfridges in London have given a concession to Nespresso, and it was through that store that we learned about these capsule systems. For a number of weeks on trips to London I had a great time visiting the store to try yet another half dozen espressos! But we were not convinced. It was good, but not that good, and I could not work out why. We were then diverted by being referred to Nespresso commercial, which landed me with a huge machine for a week, and awful coffee. We had given up, and were using cup filters, perfectly happily, until one day we walked into John Lewis in Oxford St and there was this young New Zealander at the bottom of the escalator offering me an espresso from you. One sip and that was it. Fantastic coffee, and an equally fantastic offer – what with the cups, coffee and machine
for £99. Do you know that the Nespresso equivalent machine in Selfridges was £250 without anything much at all?
I asked the guy about the difference in taste we had experienced. He told me that he is a freelance and had worked for Nespresso in the past. He told me that the difference was that your coffee was genuine Lavazza grounds prepared for the capsule, whereas the Nespresso was a concentrate. That makes sense to me. Since we have had your machine we have shared the coffee with two trading partners, one who is Italian. Both are hugely impressed and one of them immediately got me to buy her a machine online from John Lewis. There are now two in this small street and the Italian is seriously considering (while coming in here all the time with an espresso cup!) I would also like to say that your decision to market the capsules through Waitrose is absolutely right. Nespresso required online
ordering in 100’s – no good at all to me. So that’s it. A great product well sold, both at time of purchase