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Industry News

Published on November 9th, 2018 | by The GC Team

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De’Longhi unveils new retail coffee experience

Leading coffee machine brand De’Longhi has launched its first retail concession incorporating in-store units designed to “educate and inspire shoppers in the world of coffee” at the point of purchase.

The new experience aims to enable consumers to become “coffee experts” within 20 minutes, with one-on-one consultations. “Coffee-loving shoppers will have the chance to ask questions, understand the benefits of the De’Longhi ranges and be guided to make an informed decision on what’s right for them,” said Neal Jones, De’Longhi Group UK Country Manager.

The concession launched at Beales department store in Bournemouth at a Christmas Card Holder Event on 1st November. Strategically, it is located alongside the beauty and cosmetics area. Sales of coffee machines were said to be brisk throughout the evening, ranging from flagship bean-to-cup models to filter and capsule machines.

“Cosmetics in department stores has always been a consultant-driven business where the customer expects a real experience,” said Tony Brown, CEO of Beales Department Stores. “By placing the coffee counter in our cosmetics department next to Christian Dior and employing a consultant, as we would in this department, we will achieve our combined goal of elevating the coffee experience.

“We believe the home coffee market in the UK is still in its embryonic stage, with many people experimenting at home as they increasingly become coffee connoisseurs.

“We chose to partner with De’Longhi as the leaders in the field of premium coffee machines because of their passion, quality product and their training infrastructure.”   

“With all the different types of coffee machines in the market, we understand how deciding which machine is right for you could be confusing and overwhelming,” commented De’Longhi’s Jones.

“We also know that when we educate and train customers, allowing us to gain an understanding of what they are looking for, the conversion to purchase is far greater. The makeup industry has led the way by inspiring shoppers through education and one-on-one demonstrations, and we want to do exactly the same with coffee.”

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