IE-Brown Executive MBA ETHNOGRAPHIC RESEARCH METHODS Fieldnote and Coding Assignment Nespresso Boutique Experience Location: Hudson’s Bay, 585 Saint-Catherine St.W., Montreal QC Canada Field Dates: September 16th – September 17th – September 23rd I spent 45 minutes on day 1and 2 and only 20 minutes on the third day the security guard asked me to resume my activity because some store employees noticed my presence and felt uncomfortable. I paid special attention to the customer experience at the Nespresso Boutique at the Hudson’s Bay shopping mall. Part 1: Field notes - Apple Voice Memo Transcript - Special Brand – Sophistication – luxury – smell coffee chocolate - 3 different stations: coffee station, machines and accessories, capsules and check-out - Upper-middle class customers, brand advocates, coffee connoisseurs. Two types: on the go and indulgent time. Lifestyle. - Interested people: shy, intimidates by the scene. Don’t engage in conversations with “coffee specialist” - Coffee specialists, hospitality management training, smile, courteous, dark grey suits, and dress. Strategic placement in the Boutique - Boutique layout, Ikea approach. - Security guard watching Part 2: Formal Typed fieldnotes It’s incredible how the Nespresso Boutique stands out from the rest of shopping sections in the mall. The Nespresso corner projects an air of sophistication and luxury, everything is well organized, with three main different departments: 1) coffee station - where all the coffee tasting takes place, 2) machines and accessories station and 3) the coffee stand where all the orders take place with a “coffee specialist”. There’s a coffee and chocolate smell that is very inviting, nothing strong, the right amount of odor to seduce our senses. Customers are generally professionals from all ages and well dressed, I can say that are generally upper-middle class and all seem to have an established and friendly relationship with the “coffee specialist”. The male store employees wear a dark grey suits with a black with a tie. Female employees wear a dark grey “dress-suit” with a light makeup. Everyone is smiling and very curtous with customers but also non-customers (people just passing by). During my observation time, I distinguished two types of customers. Some are on the go, they know exactly what they want and their in-store experience do not exceed 5 minutes. Others are more relaxed and take the time to discover the new coffees of the month or the new accessories. I also, observed that customers that are not familiar or do not “fit” into the regular Nespresso customer seem to be intimidated by the boutique dynamics and do not engage with the coffee or machine specialists. Part 2: Field notes analysis The Nespresso Boutique at the Hudson's Bay in Montreal offers a sophisticated and personalized coffee buying and tasting experience. The field note analysis explores the customers, staff, store design, and what makes this boutique special, revealing how it turns coffee shopping into a luxurious lifestyle choice. Customer Profile: The Boutique caters primarily to a discerning clientele, mainly affluent professionals of all age groups who are Nespresso brand advocates. Observations of their interactions with the "coffee specialists" reveal a shared passion for coffee. Staff: One noteworthy aspect of the Boutique is the highly trained staff, well-versed in the nuances of hospitality management. Their expertise in guiding and engaging customers adds an extra layer of sophistication to the overall experience. Their interactions are filled with a sincere and artistic love for coffee, creating a better atmosphere and building trust with customers. Thoughtful Store Layout & Strategic Staff Placement: The design of the Nespresso Boutique is thoughtfully crafted to guide customers through a carefully curated discovery path. This layout, similar to the organized paths in IKEA stores, guarantees that every customer can discover all the products and experiences available. It's clear that every aspect of the boutique's design has a specific purpose, and there are no random elements. Nespresso's commitment to customer satisfaction is clear through the careful placement of Boutique employees. They're strategically positioned to greet customers warmly and provide expert guidance, making customers feel valued and well-informed during their Boutique visit. The attention to detail is obvious. The Experience as a Lifestyle: Perhaps the most remarkable finding is that visiting the Nespresso Boutique is not just about procuring coffee; it is a lifestyle choice. Customers leisurely enjoy their time, often making additional purchases beyond coffee pods, embracing Nespresso as a refined way of life. Part 4: I firmly believe that the Nespresso Boutique offers a truly refined and luxurious coffee experience that's tailor-made for a distinct group of upper-middle-class professionals who see coffee as an integral part of their sophisticated lifestyle. This assertion is supported by a variety of compelling factors: - Discerning Clientele: The boutique's clientele of well-dressed, affluent customers who have an established relationship with the coffee specialists. They don’t only appreciate the exceptional quality of Nespresso coffee but also perceive it as an essential element of their lifestyle. - Thoughtful Boutique Layout: The boutique's design isn't just aesthetically pleasing; it's meticulously crafted to enhance the customer experience. The layout is carefully planned to guide customers through their journey, with staff strategically positioned to provide personalized assistance and recommendations. This meticulous attention to detail creates an environment where “customer journey personalization” becomes a reality. - Integration into Lifestyle: One intriguing observation is how customers often take their time in the boutique, exploring the wide range of coffee products and engaging in conversations with the “coffee specialists”. Instead of viewing their visit as a routine errand, they consider it an integral part of their lifestyle. This extended engagement underscores the boutique's role in enhancing their daily rituals, adding a touch of sophistication to their coffee routines. In a nutshell, the Nespresso Boutique doesn't just cater to coffee lovers; it aims to enhance the coffee experience for a select group of affluent professionals. Its loyal customers, smart store design, and how it seamlessly fits into their elegant lifestyles show that it succeeds in offering an extraordinary and upscale coffee experience.
