Saeco USA Grows into 2008
Jan 28, 2008
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Espresso maker Saeco reports that it continues to grow despite economic conditions. The company introduced three new product lines in 2007 that directly respond to current consumer sentiments. "As hesitancy grows toward daily stops at coffee shops, the value of purchasing a high quality home espresso machine is increasingly understood," the company said.

Ted Richissin, vice president of Sales, added, "Americans acquired a taste for espresso-based beverages, and we provide the home espresso machines that make these everyday luxuries possible while the investment of a Saeco espresso machine makes sense financially."

Therefore, growth plans are not slowing for the U.S. subsidiary. Since October 2007 Saeco USA has added fifteen merchandise trainers to their team, increasing the company's number of employees by 30%.

"We found a need to educate retail associates on the features and benefits of our machines," Richissin said. "In order to provide a superior level of service to current and potential machine owners, we added staff and increased our training to keep retail associates informed and service-oriented when it comes to selling a Saeco product."

All Saeco USA merchandise trainers are college educated, trained by a Saeco barista, and most speak more than one language. In addition, trainers instruct retail associates, take part in special events, and visit customers on a regular basis.

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