Quality, Innovation And Service Drive Strong Nespresso Performance In 2012
LAUSANNE, Switzerland, February 27, 2013 /PRNewswire/ --
Nespresso performed strongly in 2012, delivering solid, double-digit growth. The company cemented its position in its mature European markets and expanded its presence in the strategic Asia Pacific and Americas regions.
Overall growth was driven by a continued focus on coffee quality and personalised customer service offerings and a strong innovation pipeline. 2012 was highlighted by the launch of five new Limited Edition Grand Cru coffees and two new cutting-edge machines, as well as the further roll out of new services designed to enhance Club Members' experience.
"The exceptional Nespresso experience, combining highest quality coffees, innovative machines and personalised relationships with consumers, continues to stir widespread enthusiasm from coffee lovers throughout the world," said Richard Girardot, CEO of Nestlé Nespresso SA. "Our ability to manage quality from cherry to cup, surprise and delight consumers with exceptional tasting moments and nurture privileged dialogue with our Club Members is a key driver of our continued success."Strategic geographic expansion complementing strength in historic markets The company's strategy of selective geographic expansion continues to pay dividends, with a tripling of the share of sales coming from outside of historic European markets over the past five years. Entry into the Finnish and Taiwanese markets expanded the availability of Ne s presso products to almost 60 countries worldwide. 52 new boutique openings in 2012 contributed to reinforcing the company's direct-to-consumer model. Today, the global Nespresso retail network counts over 300 locations in 199 cities in 48 countries, with 31 boutiques located in Zone AMS and 68 in Zone AOA. The Nespresso boutique network will expand in 2013 at a pace consistent with previous years, introducing new, innovative service offerings to our Club Members. "Our growth remains strong and the brand awareness of Nespresso is increasing as the overall portioned coffee category demonstrates a positive trend. The potential in the segment remains substantial and we are well positioned to capitalize on this," said Mr. Girardot. "Mature and developing markets present different types of opportunities and we believe that we have the right product offering and strategic approach to deliver strong growth into the future." Quality, innovation and service driving consumer loyalty
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