By Lorna Brett

As bricks and mortar retail continues its battle against cut-priced online competitors, coffee machine suppliers report maintaining strong R&D investments in order to deliver products to retail partners that pique consumer interest and grab dollars.

When it comes to promoting these technologically advanced coffee machines to consumers, suppliers suggest retailers take part in their coffee schools, training programs and make use of the information available to them on company websites. Attention grabbing POS materials and in-store demonstrations are also serving to turn interest in the coffee category into actual sales.

Nespresso leads with miniturised technology

NESPRESSO_latestlogo.jpgWhen designing its latest pod coffee machine, the Pixie, Nespresso marketing manager George Garrop said the company decided to build the latest in innovation, design and advanced features into a miniturised machine.

“The Pixie measures only 11cm wide and offers a short heat up time of only 30 seconds. It automatically turns off after nine minutes of inactivity, which reduces energy consumption and its carbon footprint,” he said.
Nespresso incorporated a foldable drip tray into the Pixie, which accommodates differing cup sizes for espresso and milk coffees.

When it comes to translating consumer interest in coffee technology into sales, Garrop suggests retailers take up Nespresso’s coffee Academy program.

“This program serves to reinforce machine and coffee knowledge for retail staff, who in turn deliver this to the customer. An understanding of the coffee quality and convenience is paramount to a good customer experience and we support all retailers to take this training course with us,” he said.

Breville looks to commercial technologies

brevillelogo.jpgBreville has issued a warning to competitors that this year it’ll be “changing the market and introducing technologies into the home different to what retailers and consumers are used to.”

According to global category manager - beverage David Gubbin, this will see the company deliver the commercial qualities of temperature precision and pressure control that only commercial machine technology can provide.

With the arrival of this new technology, Gubbin urges retailers to consider utilising Breville’s coffee content on their websites.

“When consumers are looking to buy a coffee machine, they want confidence in the brand of choice and the retail they’re buying it from. Our content is free and will give retailers a strong position in this category - the job’s almost done before the consumer gets to the store!” he said.

Sunbeam differentiates itself with Coffee School

SunbeamLogo_RGB_DTH_50k_FA.jpgSunbeam kicked off a new year of its coffee program with the MultiGrinder II (EM0405), which it said epitomises the latest in technology and design. Product marketing manager Nigel Cornford said features including a full stainless steel body, stainless steel wing blades, one-touch operation and a transparent lid are a preview of just a few of the advances the company will deliver to retailers in 2011.

As coffee is “all about the experience, the aromas and the taste,” Cornford suggests retailers engage in demonstrations to bring consumers into the category. He also urges retailers to get behind Sunbeam’s Coffee School, a real brand differentiator.

“It allows consumers to maximise their espresso experience. It follows the purchase with the ideal after-sales service, where consumers are taught to use their machines to make the perfect espresso, froth milk and take home some handy tips for purchasing and storing coffee beans,” he said.

Philips Saeco gets futuristic with finger recognition

philipssaeco_logo.pngPhilips Saeco is set to deliver serious technological innovations this year, with the release of its Xelsis Digital ID coffee machine, which utilises fingerprint recognition technology. 
Saeco International Group Australia managing director Chris Egan refers to this as “simple user technology,” that represents another innovation first in the coffee machine segment for the company.

To drive retail sales of its coffee machines, Egan said Philips Saeco will continue offering consumers “rich, value-added offers.” 

“There is great opportunity [for retailers] to capitalise on the interest generated by displaying the products and offers prominently, exploiting “Barista” support and ensuring redemption coupons are readily available.  All of which will help drive high retail sales and maximize retained margins,” he added.  

MAP adds filter system to capsules

To ensure the utmost extraction quality, MAP has just incorporated an exclusive filter system into its coffee and newly arrived hot chocolate capsules. To assist in easy sales of its innovative capsules, MAP is allowing retailers to sell them in-store, “to encourage return customers and also because this is where the best revenue is made.”

To give retailers the ability to turn interest into sales, MAP said it focuses on delivering innovative and visually appealing POS displays, as well as tools for demonstration and sampling.
“We deliver demonstrators to selected stores to engage customers and allow them to experience the Bella Map Coffee Capsule machine,” MAP national retail sales manager Angelo Caruso said.

“The price point is affordable for a wider target market and for those who really enjoy the perfect coffee, but want a reasonably priced at home solution. We also tailor in-store merchandising solutions to each retailer depending on each store spec’s,” he added.

De'Longhi delivers continued investment into category

In its quest to create the most technologically advanced coffee machines, De'Longhi has made a significant investment commitment into the coffee category, with over $5 million invested into fully automatics and a further combined investment of $8 million in partnership with Nespresso in above and below the line activity in 2011. 

“Our focus on supporting retail remains and we want to continue to grow the category and driving awareness is going to be key. There is definitely a machine to suit each consumer and meet their budget," Filiz Besan said

This continued investment has seen the integration of a number of advanced features in Delonghi range, such as the “just one finger” function which personalises the coffee as a cappuccino, latte or flat white. De’Longhi’s fully automatics feature removable milk via its IFD (instant frothing device) technology which delivers the convenience of automatic frothing with easy storage.  They also feature the new patented compact brewing unit which generates excellent heat distribution to ensure the perfect espresso at the ideal temperature.

"To help consumers, specific point of sale material for fully automatics has been created that utilises QR technology which will drive consumers to their product of interest and give them instant information. Further, with the launch of the new Microsite www.delonghifullyautos.com.au consumers are able to have all the information they require to help them to select a machine that suits their needs," Besan added.