Nespresso Boutiques in

BelgiumFrédéric Van Haverbeke

September,27 2013

From a Simple Idea …

….create the perfect cup of espresso with exquisite crema, tantalising aroma and full-bodied taste – just

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full-bodied taste – just like skilled baristas

… To the Nespresso Winning Formula

Creating highest quality

Grand Cru Coffees

Creating long-lasting

consumer relationships

Creating sustainable Business success

The 3 Key Growth Drivers

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Coffee is at the heart of all we do.But consumer pleasure is why we do it.

Nespresso being a omnichannel Business, the Boutiques have an important role to play as brand building tool !

The Nespresso Boutique is the meeting point for coffee connoisseurs where they experience the brand and the pr oduct with

all their senses

• Immerse themselves in the brand universe

• A window into the heart of the brand generating awa reness and brand visibility

• Designed with an attention to detail

• Proposing different exclusive services through dedi cated zones to increase convenience, choice and availability for consumers

Offering different services to the Club Members

Tasting Club

Recycling Pick-Up

Offering different services to the Club Members

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Miami Boutique

And being key sales outlets and a recruitment channel !

Global Nespresso Retail Network

Munich Theatiner Str.. Shangaï : the 200th

Continuous expansion : more than 300 Boutiques all over the world

New York Soho

Sydney Pitt Street.

Munich Theatiner Str.. Shangaï : the 200th

Our Boutiques in BELUX

Cities are defined according to business potential, location are respecting strictcheck list

1999 First Boutique in Brussels (ave Louise)

2002 Boutique Antwerp (Leopoldstraat)

2006 Boutique Luxembourg (Louvigny)

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2010 New Brussels Flagship – 1 ave Louise

2011 Boutique Liege Place Cathédrale

2012 New Antwerp (Huidevetterstraat)

& Ghent (Zonnestraat)

WHY A POP-UP BOUTIQUE IN KNOKKE ?

Business objectives : increase capsules sales during the Summer

Marketing objectives :

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Marketing objectives :

- Strengthen Nespresso’s message on availability

- Image: generate high visibility and exposure

Knokke is prestigeous !

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Knokke-Le-Zoute in the Summer : the place to be for our Club Members … and potential Club Members

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Nespresso Pop-Up Boutique at Piazza -Albertplein

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CommunicationTimeline

JUNE JULY AUGUST SEPT

• First Facebook • Opening on July 4 • Window stickering Emailing to the

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• First Facebook teaser

• Opening on July 4

• Window stickering• Part of the Summer Campaign (wave 2 on July 9)

• Announcement in Zoutepeople (6)• Announcement in Zoutepaper (1)• 5 facebook posts• Drop of PR release• External POSM (under development) Availability flyer

• POS info flyer (where to buy a Nespresso machine)

• Window stickering• Availability flyer• POS info flyer (where to buy a Nespresso machine)

• Announcement in Zoutepeople (6)

• Announcement in Paris-Match Hors Série Le Zoute

• 5 new Facebook posts • Kakemonos • Mobile app and website

Emailing to the purchasers at the Pop-up Boutique, offering different levels of Call 2 Action on delivery options

Thank you

P15Pop-Up Boutique / Summer Edition Knokke July – August 2013