In an ever more competitive coffee landscape, nespresso's touchpoints remain confined to the home, overlooking numerous consumption opportunities woven into consumers' daily routines. Additionally, direct brand engagement typically occurs only when Club Members urgently require pods, a dynamic that necessitates transformation. Premium Vending stands poised to bridge these gaps by establishing a cohesive ecosystem for Club Members, seamlessly extending their coffee rituals beyond the home to accompany them wherever they go. Furthermore, it holds the potential to attract new users outside the home environment and integrate them into the brand ecosystem.