Assignment n°2: Eight unique features

 

For this assignment we had to choose one of the 5 e-com websites we discussed about in the previous assignment and we had to assess it in term of the eight unique features of e-com technology.

 

I chose Nespresso

 

Here is a link (click on it) to the Word document (.docx): Nespresso

 

FYI: if the link won't work properly, you'll find the document below. Sources: nespresso.com, wikipedia.org (search Nespresso) and the book "E-business 2014".

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

E-Business in the EU : Assignment 

 

 

 

 

 

 

Ubiquity :

The Nespresso webstore and website can be accessed everywhere, anytime on any platforms (via Android and iOS apps), but also on the social networks. It’s possible to order your products whenever you want. Furthermore there are also some Nespresso Boutiques available in some big cities (i.e. in Belgium only Brussels, Antwerpen, Ghent and Liège have a Nespresso shop) that are mostly used as « display shop » rather than real shop. It’s therefore justified to say that Nespresso is a brand which has a ubiquity dimension.

Global reach :

Nespresso is an operating unit of the international swiss agro-alimentary group Nestlé. Hence Nespresso is worldwide spread and is among the few brands that are truly available in every (almost) part of the world.

Universal standards :

Mostly used in Europe and northern america (USA & Canada), Nespresso is available worldwide though, always with the same sort of website and webstore, offering the same products and the same machines. Although Nespresso is not very present in southern america, africa and asia yet, there might be very large possibility in the future with these markets and the use of one universal standard through the Nespresso Capsule system and website selling system will surely be very helpful for the developping of these markets.

Richness

Nespresso uses a full and complete marketing strategy to communicate to its clients 360°. Using videos, audio messages and texts to talk to the potential consummers.

Interactivity

There is a lot of interactivity within and with Nespresso’s consummers and clients. Whether it’s via Facebook, Twitter or via the website, Nespresso tries to communicate efficiently with its custommers and pushes them to interact with themself and with eachother.

Information density

Everything is cristal clear and very simple to use. At the homepage it’s already possible to order some products very easily.

Personalisation

The Nespresso marketing communication is very efficient. Communicating to its custommers at very personal levels as sending personalised e-mails to its custommers controlling the level of satisfaction and offering new products and benchmarking.

Social technology

As said Nespresso uses a lot of interactions of its custommers in order to communicate more efficiently. Considering this, they often use social platforms such as Facebook and Twitter to answer to custommer questions and to provide them quick tips and/or answers, but also some contests.

 

Conclusion

Nespresso truly is a 360° brand which use completly the 8 features of e-commerce. They understand the power of marketing and that’s probably one of the reason why they are among the leaders in their market.