The Nespresso Experience: Sensory Marketing Applied to the Coffee Sector
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Abstract
The latest trends in marketing are guiding brands toward the world of experiences as a meeting point, where users connect directly with the brand, creating a personalised and emotional bond. This approach gives rise to experiential marketing. Within this framework, a new concept emerges: themed stores that offer not just products but full experiences—flagship stores.
This study examines which sensory marketing factors are at play in Nespresso’s point-of-sale strategy. The findings are positive, revealing that sensory marketing is a key discipline for forging emotional connections between the brand and its audience.
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