Download PDF - Zeitgeist

INTERVIEW
with
Dirk Dirschedl
Flagship Boutique Manager,
Nespresso Munich
The uniqueness of the Nespresso boutiques bases
on a vivid storytelling instore as well as in the
windows.
In our exclusive interview, Dirk Dirschedl revealed
the secrets of success behind the retail concept ...

What makes the Nespresso boutiques
so unique and how do they reflect the
core of the brand (How does Nespresso
succeed in emotionally communicating
the brand’s lifestyle philosophy at
POS)
The core of the brand is a combination of quality,
lifestyle and service. The boutique is a reflection
of these attributes. Perfect windows create a synergy
with the in-store harmony. Lifestyle all the way, so
to speak. The service is also no coincidence, but instead a
visible result of excellent training at the Nespresso Academy.
It enables us to provide competent advice and service.
The result is a common thread that runs between the
visual and tangible product presentations.

Kazaar Limited Edition, 2010

For the current window and in-store
campaign to launch the new coffee variety
“Dhjana”, the story of a sustainable,
fair and environmentally-friendly
coffee cultivation is the main focus.
Are sustainable retail concepts the future
Yes, definitely. And Nespresso will certainly continue
to support the “sustainable” theme in the
future.

Pixie, 2011

How must window and in-store campaigns
be designed, in order to do serve
their purpose and be appealing to
customers
Above all else, windows must look attractive and
appeal to the senses. They should “tell the story”.
And windows with some kind of technical/moving
aspect are especially popular with the public. A “playful”
experience.

N’Art, Manish Arora, 2010

What have been the most interesting
customer reactions to Nespresso Retail
campaigns How do customers react to
the different campaigns
The “Absolute Precision Campaign” prompted customers
to:
• stop in their tracks
• stare in amazement
• be happy
• take photos/film.
The reaction sparked an increase in traffic both in
front of and inside the store.

Dhjana, AAA Limited Edition Coffee Campaign, 2011

What has been your personal favourite
from previous Nespresso Retail Campaigns
Why
1
Absolute Precision: Due to the enormous positive
customer reaction (Manish Arora was the last campaign
to achieve such a reaction)
2Dhjana “AAA”: Due to the perfect implementation
which saw the sustainable theme transported right
into the heart of the design (this theme required a
little more explanation to the customer).

Dhjana, 2011 - Nespresso Boutique Munich