JDE Nespresso Compatible POD Shop
Lack of Shopper awareness of Nespresso compatible capsules (NCC) in Grocery was the main purchase barrier for JDE’s portfolio of NCC brands (L’OR, Illy, Moccona). Our challenge was to deliver on visibility outside of the coffee aisle and alert shoppers to the availability of NCC in their local grocery store.
Strategy, Creative, Social, Activation
Shoppers are time poor and seek convenience but also value. They felt that shopping for NCC was a chore as they would need to specifically locate a Nespresso boutique which is often in a large shopping centre. This was seen as a mission for most shoppers. Many weren’t aware of the range of high quality NCC brands in their local grocery store. Those that did know, found the NCC category hard to shop and navigate in store.
We developed an out of category solution for JDE to trial in 40 Woolworths stores. The POD Shop housed all 3 JDE NCC brands and was intended to be a shop in shop solution providing a destination for shoppers in store. From having a wet sampling section where promotion staff could hand out freshly made coffee encouraging trial in store through to education panels to further educate shoppers on the full breadth of each brand’s range of blends. The display saw triple digit sales for JDE brands as well as double digit percentage growth in recruitment & retention of new shoppers to the category.