Godiva Launches First Loyalty Program
Everyone loves giving gifts. And everyone loves getting something for themselves even more. That’s why the perks of Godiva Chocolatier’s first-ever loyalty program include a free piece of chocolate just for stopping by a retail store and a free gift with purchase of $10 or more once a month.
The late May launch of the Godiva Chocolate Rewards Club wasn’t by chance, notes Mike Giresi, CIO and senior vice president, IT. Summer is obviously not the prime time for chocolate sales, so this was a great way to drive store traffic and induce customers to try new products like ice cream truffles.
The program is being promoted via Godiva.com, as well as copious in-store signage, an e-newsletter and messaging to the existing catalog and e-mail customer base. For years, the company has offered similar one-off perks to customers via e-mail blasts and postcard mailings. The club, however, allows Godiva to track the results of the promotions more efficiently.
“It’s a way to look at trends and see what the customer is ‘saying’ without them really having to ‘say’ anything,” says Giresi, noting that online customers will receive different monthly perks such as free shipping.
Godiva is also aware of the social implications of a club, and is using a Facebook page to reach chocoholics. While there wasn’t much there in early June other than a lot of glossy product shots and a post from a customer wondering why biscotti had been discontinued, Godiva had already racked up over 13,350 fans.
