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Nespresso's app re-launch shows the disadvantage of a single platform approach
Nespresso’s launch of its recently updated iPhone app shows marketers that, just like H&M and New Look before them, shopping apps should not be platform-specific, but rather be made available across a wide range of mobile platforms. Whilst many consumers say they are “happy” with the app and say they “want” it, many complain that they “cannot” get the app as it is not available on Android and BlackBerry devices, representing a missed opportunity for Nespresso.
Nespresso recently announced the launch of its updated iPhone app to its 909,500 fans on its Facebook page. The app, once downloaded, allows consumers to browse and purchase Nespresso coffee machines and capsules, whilst also allowing users to browse for nearby Nespresso retailers, boutiques and recycling points. H&M and New Look, both fashion retailers, have also recently launched their own mobile shopping experiences, allowing users to shop on-the-go.
WaveMetrix analysis shows that whilst many consumers are “happy” with the “great” Nespresso app, with many saying they “want” to download it, this positivity is hindered by the app being only available on the iOS platform. Many consumers say they are “displeased” with the app as it is “only available” for iOS users, with many asking for the app to be made available on Android, Nokia and Blackberry phones.
Just like H&M and New Look, positivity around Nespresso’s app launch is hindered by availability issues:
- Whilst consumers are generally upbeat towards the mobile shopping apps, positivity is hindered by complaints around availability: Just as with H&M and New Look’s experience of launching a mobile shopping service, Nespresso’s app received mixed responses. Whilst the majority of consumers say they are “happy” that they can get the “super cool” iPhone app, others complain that they “cannot” get the app due to the “lack” of Android and Blackberry support. Neutral sentiment also arises, with some asking Nespresso when the app will “be available” on other mobile operating systems
Many users say they “want” the “great” app, but they “cannot” get it as it is only available for iOS users:
- Consumers say they “want” the app, but criticise its iOS-centricity: Whilst many consumers say they “want” the “great” Nespresso app, a large number of consumers ask for it to be made available on other mobile platforms as they “cannot” download it to their non-iOS devices. Nespresso's focus on Apple’s iOS system suggests that Nespresso may be missing an opportunity to target users of other mobile platforms