Nespresso Rentals
Redefining the coffee capsule experience for a new generation of users.
The Problem
Nespresso Spain's customer base skews 40+, and to stay competitive they need to win over a younger generation. Through market and user research of the Gen Z cohort in Spain, we found consumers who rent rather than own, invest in experiences over things, and are drawn to the home-café trend, yet hesitate to buy a machine.
We translated those insights into a rental service that brings the full Nespresso café experience home. We then validated and refined it into a viable model through live prototypes, meta ads, and a website that converted at 5.6%, well above the 2.2% industry benchmark.
The Solution
Coffee is a social ritual
Coffee machines are a big commitment for many young adults
Home cafes are a viral trend on social media that customers like to recreate
Coffee insights
Young adults prioritize experiences over possessions
Rental services are a familiar and popular business model for young adults who don’t yet have the capital for ownership
Social insights
Nespresso Rentals
Positions Nespresso as the core of a social experience, and provides a service with a low barrier to entry for young adults to experience the brand.
