nespresso fights knock-off pods with new retail partners
ZURICH—
Nestlé began selling Nespresso capsules outside its own retail store, trying to restart the growth of coffee --
Make systems in the fight against cheap counterfeits.
The German chain of Saturn, MediaMarkt and Zakia Kaufhof is in the process of installing \"N-
Click on the \"terminal\" in their store, where shoppers can buy pods that spit out parts of coffee in the Nespresso machine.
While Nestlé maintains control over prices, this is the first time the company has offered capsules through a third time
The company said in an email response to the question.
Jean-said: \"Such a project will be actively seen as a way for Nespresso to find new consumers
Philip bertzich, an analyst at Bank tobel AG, estimates sales of the brand\'s coffee and machinery at CHF 5 billion ($5. 2 billion U. S. )in 2016.
\"It fits perfectly with one of Nestlé\'s strategic pillars: selling products whenever and wherever.
Will Nestle\'s future be sweeter? : WellsThe not-OK-
CupsNew Nestle CEO Mark Schneider has developed a strategy to invest in businesses such as coffee, water and pet food that grow faster than chocolate and snacks.
Nespresso, which sells capsules exclusively through its own boutiques, online stores and phone orders, has become one of the most profitable products for Swiss companies since its launch 30 years ago.
But patents to protect the system have expired, and competitors who produce cheaper pods suitable for the same machine have entered the market created by Nestle.
Recently, Nespresso has expanded its long-standing role as pitchman George Clooney to the United States. S.
It is losing momentum of development in its core territory, Western Europe.
In France, the biggest market, Nespresso\'s share of capsule coffee fell to about one.
According to Euromonitor, sales accounted for third in 2016, about half of 2007.
Earlier this year, Nespresso began offering subscription services for regular capsule orders in the market.
On 2014, Nespresso reached an agreement with the French competition regulator to lift the barrier for knock-on manufacturers
With more than 1,700 patents held by the company beginning to expire in 2010, off caps surged.
Although Nespresso has gained a share in Germany, it may face more competition from JAB Holdings --
All Douwe Egberts introduce Nespresso-
There were compatible aluminum capsules there last month. Starbucks Corp.
And Ethical Coffee Company
Pods used with Nespresso machines are also sold. At N-
Points, customers can choose capsules and get tickets
At the service counter of the store.
Nespresso processes orders at the same price as its own stores.
For MediaMarkt and Saturn-consumer-
Ready to split from the parent company Metro into an e-retailer of a new company, Ceconomy-
The program provides a way to attract customers to the store under the pressure of e-commerce
Business giant Amazoncom Inc. is mounting.
Some shops that already sell Nespresso coffee machines also have bars where customers can taste coffee.
\"This is part of the experience we can offer as a fixed retailer,\" Ceconomy CEO Pete Haas said in an interview . \".
\"There is a good start to the pilot project.
A spokesman for the coffee brand said by email that after testing at two stores under Metro and Safia Kaufhof AG, Nespresso is promoting the system more widely.
Haas says 27 Saturn and MediaMarkt stores in Germany are installing N points.
The spokesman said that the number of terminals with unknown numbers will also be installed by the Sopia Kaufhof outlets.
The company did not immediately respond to requests for comment.
Nestlé suggested that other retail partners in Germany could follow suit if the plan was successful, although it is not clear whether the company plans to expand it beyond the country.
\"Nespresso aims to improve the accessibility of customers,\" the spokesman said . \".
\"We will evaluate the situation and then decide on the next step.