How Nespresso measures the online impact of its boutiques

When Nespresso opens a boutique cafe, it sees sales spike online in that same geographic region. The halo effect that its boutiques have on online sales is one reason Nespresso opened its thirty-ninth boutique this November in the University Village Mall in Seattle.
The modern boutique boasts a colorful mural by a local artist, a millennial pink countertop for sipping coffee inside and a walk-up window for to-go orders brewed from a B2B version of a Nespresso machine. While people are in the shop, they can check out the Nespresso machines on display and the rainbow assortments of Nespresso capsules. A handful of those people go home with a machine, while others end up closing the deal online.