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advertorial


Monday February 4 2019 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM


De’Longhi unveils new retail coffee experience


“Coffee consultations and new in-store units” T


he UK’s leading brand in domestic coffee machines have launched an innovative solution to educate and inspire shoppers


in the world of coffee at the point of purchase. The De’Longhi coffee concession in Beales


department store Bournemouth opened its door on November 1 and is the first ever to be located alongside the beauty and cosmetic area. It allows customers to become coffee experts with 20 minute 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. “With all the different types of coffee machines in


the market, we understand how deciding which coffee machine is right for you could be confusing


16 | housewareslive.net


and overwhelming. We also know that when we educate and train customers, allowing us to gain an understanding of what their looking for, the conversion to purchase is far greater. The make-up industry have led the way by inspiring shoppers through education and one on one demonstrations, and we want to do exactly the same with coffee,” said Neal Jones, UK Country Manager of De’Longhi Group. De’Longhi launched the new stand at the Beales


Christmas Card Holder Event. Sales of coffee machines were brisk throughout the evening ranging from flagship bean to cup machines to filter and capsule machines alike! Tony Brown, ceo of Beales department store


group said: “We believe the home coffee market in the UK is still in its embryonic stage with many


HousewaresLive.net


people experimenting at home as they increasingly become coffee connoisseurs. “Cosmetics in department stores has always been a consultant driven business where the customer expects a real experience. To this end we have worked with De’Longhi to elevated the customer experience whilst deciding what coffee machine to buy. By placing the coffee counter in our cosmetics department next to Christian Dior and employing a consultant, as we would on our cosmetics department, we will achieve our combined goal of elevating coffee. “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.”


twitter.com/Housewaresnews December 2018


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