Contents:Introduction to Godiva Chocolate Inc....................................................................................5

How Godiva Chocolatier started and Grew/History:.......................................................6

Rapid Growth Beginning in the Late 1970s...................................................................6

New Products in the 1990s...............................................................................................8

Godiva Chocolatier Today.................................................................................................10

When and why Godiva Went online.....................................................................................10

About Godiva.com..................................................................................................................11

Transaction types................................................................................................................12

Special occasions offers & delivery offers.......................................................................12

The feedback option...........................................................................................................12

Friendly site usage..............................................................................................................12

Boutique Locator option....................................................................................................12

Customer assistance...........................................................................................................12

Shopping From Godiva.com..............................................................................................12

Delivery procedure.............................................................................................................13

Godiva.com Business Models................................................................................................14

The B2B2C Model By Godiva...........................................................................................14

Godiva.com revenue models..................................................................................................14

Godiva.com’s Ingredients for successful E-commerce revenues..................................14

Godiva.com innovation to increase E-Commerce Revenue............................................15

Godiva.com Expands its E-Business with Announcement of Godiva Mobile...............16

About Godiva Mobile.....................................................................................................17

Godiva.com Technological infrastructure:..........................................................................18

Godiva.com’s IT Infrastructure is based to support end user.......................................19

Godiva Customer Relationship Management:................................................................19

Impact:.............................................................................................................................21

Godiva.com web marketing...................................................................................................23

Godiva’s web server Hardware and software:....................................................................25

Godiva.com Security Techniques & Issues:.........................................................................25

Godiva’s privacy and customer security issues:..............................................................25

Godiva’s privacy policy:....................................................................................................26

What information we collect:.........................................................................................26

How we use information we collect:..............................................................................27

Cookies, Web Beacons And JavaScript:.......................................................................28

Sweepstakes/Promotions:...............................................................................................28

Market research:.............................................................................................................29

Access to / and choices about your information:.........................................................29

Live customer service assistance:..................................................................................30

Third Party Service Providers:.....................................................................................30

Security:...........................................................................................................................30

Other Sites:......................................................................................................................30

Contacting Godiva.com:.................................................................................................31

Payment system for online shopping from Godiva.com:....................................................31

REFERENCES:......................................................................................................................32

Introduction to Godiva Chocolate Inc. Godiva Chocolatier, Inc., is a leading manufacturer of premium-quality chocolates, cookies,

ice cream, cocoa, and flavored coffees. Its products are sold at about 250 company-owned

stores in North America and in major cities worldwide, as well at sales counters in several

thousand upscale department and specialty stores like Marshall Field's and Barnes & Noble.

Godiva also sells its chocolates through direct-mail catalogs and via the Internet. Founded in

Belgium, the firm has been owned since the 1960s by Campbell Soup Company and is now

headquartered in the United States. Godiva Chocolatier is recognized around the world as the

leader in fine chocolates. Godiva Chocolatier has been dedicated to excellence and

innovation in the Belgian tradition for over 80 years.

How Godiva Chocolatier started and Grew/History:

Godiva Chocolatier traces its roots to 1926, when Pierre Draps started making chocolates in

Brussels, Belgium, for sale to local shops. His son Joseph began working for the family

business at the age of 14 and shortly after World War II took control of it. When he decided

to open a shop of his own, he sought a distinctive name to give it and turned to his wife for

ideas. She suggested Godiva, after the legendary countess who had protested high taxes by

riding nude through Coventry, England, and Draps chose it for the new endeavor.

His shop in Brussels' Grande Place was a success, and over the next decade several other

outlets were opened around Belgium. Joseph Draps was both a talented chocolate-maker and

a skilled businessman, and under his guidance the firm built the Godiva brand into a leader in

the super-premium chocolate category through the use of sophisticated advertising and

elegant packaging, as well as by limiting distribution to select locations..

In 1958, the first Godiva shop outside Belgium opened in Paris, and in 1966 the company's

offerings reached America with distribution to select chains of luxury department stores. At

the same time, the Draps family sold a two-thirds stake in the firm to Pepperidge Farm, a unit

of Campbell Soup Company. Later, Campbell would acquire the remainder.

In 1972, the company opened its first American location on Fifth Avenue in New York City,

near the shops of Tiffany and Cartier. As in its European boutiques, Godiva's products were

displayed like jewels in refrigerated brass and glass cases.

Rapid Growth Beginning in the Late 1970s

In 1978, the company named a new president, Albert J. Pechenik, and under his leadership

sales leapt from approximately $4 million to more than $22 million in four years. Godiva's

profile was raised by advertising in tony publications such Gourmet magazine and

Architectural Digest, along with such moves as partnering with designer Bill Blass, who

created a signature line of chocolates for the firm. Marketing materials were improved as

well, and department stores were encouraged to set up separate Godiva counters. During this

period, the firm's chain of stores was also expanded, with shops opened in such countries as

Japan for the first time.

The customer at a Godiva boutique, as the firm termed its outlets, was treated like a buyer at

a fine jewelry store. Once a selection of chocolate pieces had been made from the display

case and weighed, the candy was placed in a golden box, tied with imported golden string,

and then put into a golden bag for transport. In addition to chocolates by the pound (then

priced at $17.50), special items like chocolate-filled Limoges china bowls and Wedgwood

dishes were also sold. Other extravagant offerings included model kits of Porsche, Rolls

Royce, and Mercedes automobiles, which could be glued together by melting an included

extra piece of chocolate. The company's products were frequently purchased for gifts, and 70

percent of Godiva's sales were made during the holiday season, which stretched from

November to Valentine's Day.

The company had by now set up a second headquarters in New York and an American

production facility in Reading, Pennsylvania, though European customers were still supplied

by a plant in Belgium. Some debated the relative merits of Godiva chocolates from Belgium

versus those made in the United States, but the company dismissed such concerns, noting that

it used the same supplier for its raw chocolate but created unique recipes for different

markets, factoring in regional preferences for sweetness and flavorings. Additionally, laws in

some states limiting alcohol content required that American recipes omit certain liqueur-

based flavoring agents that were preferred in Europe.

The company continued to grow during the mid-1980s by such actions as boosting its retail

presence in the UK and adding a chocolate gift registry. By 1988, Godiva was operating 56

stores in the United States alone and taking in revenues of approximately $100 million

worldwide, with the bulk of earnings continuing to be derived from sales to department stores

and other specialty retailers. The company had also begun issuing catalogs for mail-order

sales, though this made up only a small portion of its business. The price of Godiva's 50-plus

varieties of solids, cream, mints, caramels and cordials now stood at approximately $22 per

pound, almost twice what lower-end competitors such as Fanny Farmer charged.

As the U.S. economy hit a serious downturn at the end of the 1980s and sales of luxury goods

fell off, Godiva found its sales in decline.

New Products in the 1990s

Brand-building efforts continued during 1993 with the introduction of the Café Godiva line

of gourmet coffees and a chocolate liqueur made in conjunction with Seagram's, as well as a

number of new single-serving chocolate treats and a line of biscotti cookies. To boost sales in

department stores, Godiva also began offering them new refrigerated cases that better

displayed the company's pre-packaged boxes of chocolates.

In 1994, following a successful test at its Chicago boutique, Godiva began a chain-wide

redesign of its stores, which now numbered more than 110. Abandoning the jewelry-store

look of pink marble and black lacquer, a new Art Nouveau-inspired combination of bleached

wood floors, creamy white marble, and richly-finished cherry wood cabinets was introduced.

At the same time, the shops were made more welcoming, with the layout changed to

encourage browsing while prices were displayed in public view. New, affordable treat items

were introduced including Boucher, single-serving chocolates priced below $3. In 1995, the

company gained Kosher certification, with most of its chocolates now manufactured in

accordance with Jewish dietary laws.

While these changes were taking place, Godiva also revamped its direct-marketing unit,

which had never heretofore turned a profit. Catalogs were redesigned and other elements of

the operation were restructured, which helped produce profits as well as a sales increase of 15

percent in 1995 and 20 percent in 1996. The mail-order division, which still accounted for

less than 10 percent of the firm's total earnings, targeted both corporate accounts as well as

the general public. A survey done via Godiva's Web site, which had been launched in 1995,

found that a typical customer was a woman who earned $60,000 per year.

The year 1996 saw the company redesign its Web site and experiment with the idea of

creating small retail kiosks in shopping malls. Over the next year, three such kiosks were

opened, while Godiva's chain of U.S. stores, also located primarily in malls, grew to 131. A

new line of coffee products was introduced for use by office service companies during the

year as well.

During the late 1990s, the company experienced a drop in sales to Asia due to an economic

downturn in that region, but its business in Japan and Hong Kong continued to grow, and

distribution there was expanded despite the financial crisis. By the latter half of 2000, Godiva

chocolates were being sold in 37 countries at 232 company-owned stores and at more than

2,500 counters in specialty and department stores such as Marshall Field's and Barnes &

Noble. To help its customers find the nearest location, the company introduced a free service

to users of cell phones and wireless handheld devices which offered downloadable maps. [1]

Godiva Chocolatier Today

More than three-quarters of a century after the Draps family first started making chocolates in

Belgium, Godiva Chocolatier, Inc. had evolved into the preeminent luxury chocolate

company in the world. The combination of innovative, high-quality products, finely tuned

marketing, and the powerful backing of Campbell Soup had helped make the name Godiva

synonymous with indulgence and pleasure. Godiva continues to own and operate more than

450 shops worldwide. The company issues six seasonal mail order catalogs a year in the USA

and also accepts online and telephone orders for their products. Godiva chocolate are also

sold in local malls and mini shops. Godiva is now owned by Turkish confectioner named

Ülker Bisküvi Sanayi, which acquired it from Campbell Soup in 2008.

When and why Godiva Went online The demand for high-quality chocolate has been increasing rapidly since the early 1990s.

Several local and global companies are competing in this market. Godiva Chocolatier is a

well-known international company whose stores can be found in hundreds of malls

worldwide. The problem for the company was to discover new ways to increase its sales.

After rejecting the use of a CD-ROM catalog,( presentation of a set of items available for

purchase, including description, price, and ordering information, on a CD-ROM disk. CD-

ROM catalogs are particularly popular with business-to-business marketers whose product

line includes vast quantities of items.) Godiva had the courage to try to sell online as early as

1994. The company was a pioneering click-and-mortar e-business(A type of business

model that includes both online and offline operations, which typically include a website and

a physical store. A click-and-mortar company can offer customers the benefits of fast online

transactions or traditional face-to-face service.) that exploited an opportunity years before its

competitors.

Teaming with Fry Multimedia (an e-commerce pioneer), Godiva.com was created as a

division of Godiva Chocolatier. The objective of the project was to sell online both to

individuals and to businesses. Since 1994 the Godiva.com story parallels the dynamic growth

of e-commerce. It went through difficult times testing e-commerce technologies as they

appeared, failing at times while remaining continuously committed to online selling and

finally becoming the fastest-growing division of Godiva, outpacing projections.

This is a true success story. Here we present some of the milestones encountered. The major

driving factors in 1994 were Internet user groups of chocolate lovers, who were talking about

Godiva, to whom the company hoped to sell its product online. Like other pioneers, Godiva

had to build its Web site from scratch, without EC-building tools. A partnership was made

with Chocolatier Magazine, allowing Godiva.com to showcase articles and recipes from the

magazine on its site in exchange for providing an online magazine subscription form to e-

shoppers. The recognition of the importance of relevant content was correct, as was the

perceived need for fresh content. The delivery of games and puzzles, which was considered

necessary to attract people to EC sites, was found to be a failure. People were coming to learn

about chocolate and Godiva and to buy not to play games. Another concept that failed was

the attempt to build the Web site to look like the physical store. It was found that different

marketing channels should look different.

If you visit Godiva.com, you will find a user-friendly place to shop. Included in its major

features are: electronic catalogs, some of which are constructed for special occasions (e.g.,

Mother’s and Father’s Days); a store locator (how to find the nearest physical store); a

shopping cart, for easy collection of items to buy; a gift selector and gift finder; custom

photography of the products for the Web site; a search engine, by products, by price, and so

on; instructions of how to shop online (take the tour); a chocolate guide that shows you

exactly what is inside each box; a place to click for live assistance, or for a paper catalog, if

you wish; the ability to create an address list for shipping gifts to your friends or employees;

“My Godiva,” a personalized place for your order history, account, order status, and so on;

general content about chocolate (e.g., recipes); and shipment and payment arrangements.

Sales are both to individuals and to corporations. For corporations, incentive programs are

offered, including address lists of employees or customers to whom the chocolate is to be sent

directly. (This sales model is called business-to-business-to-customers, or B2B2C). Godiva

continues to add features to stay ahead of the competition. Lately, it embarked on use of

wireless technologies. For example, the store locator is available to wireless phone users and

to Palm Pilot users who can download mailing lists for gift sending.[2]

About Godiva.com

Godiva.com is official website of Godiva chocolate Inc. which allows customers to browse

and purchase or order chocolate online Website delivers features to visitors mentioned below:

Transaction types

The B2B transactions are transactions which involves godiva.com selling chocolates and

assorted commodities to corporate entities B2C are transactions between godiva.com and

individual customers.

Special occasions offers & delivery offers

Godiva.com provides its customers with special offers on special occasions like valentines

day, fathers day etc. with Special delivery offers such as customer who purchase their

products of more than 60$ are entitled to a free delivery.

The feedback option

Website provides a feedback option to its visitors to give feedback about their chocolate,

Delivery performance and website interface website also includes option to live chat for

assistance if there is any problem faced by customer regarding any matter.

Friendly site usage

The site loads faster than most sites selling online. The site have Electronic catalogues

which gives the customer the choice to flip to various chocolates and biscuits they are

offering and for easy navigation. The site offers almost all information about chocolates and a

customer can find every information he/she needs as far is chocolates is concerned.

Boutique Locator option

The Store Locator is designed to help customers find the closest store near them. For Quality,

Value, and Service Godva.com provided this option because in some regions through online

delivery Godiva’s can not be delivered fully fresh, this options allows to find a store and visit

it to buy any type of fresh product by simply entering Zip Code.

Customer assistance

Godiva is as passionate about customer satisfaction as it is about making chocolate. It hold

ourselves to the highest standards. order is guaranteed to arrive in perfect condition, no matter

the weather, containing the elegant packaging and quality chocolate customers expect from

Godiva. If, for any reason, customers are not completely satisfied, simply contact

Godiva.com to return your order for a prompt replacement, refund, or exchange.

Shopping From Godiva.com

Shopping from Website is done in 3 simple steps first step includes to select a catalog further

from which customers can choose desired product these electronic catalogs can also be

downloaded in PDF. Format for offline selection the second step is about to choose delivery

address and last step is to how do customer wants to make payment(through which credit

card).

Delivery procedure

Website offers two approaches for choosing your delivery. “By Shipping Method” & “By

Scheduled Delivery”. Choose the first method if you want your order to ship as soon as

possible. Choose the second method if you want to schedule a future delivery date or date

range.

The “By Shipping Method” option includes four choices:

Standard Shipping will arrive within 5-7 business days

2nd Day - If you place your order before 1 PM EST on Monday, Tuesday, or

Wednesday, your order will ship the same day that it is received to arrive within 2

business days. If you place your order after 1 PM EST, your order will ship the next

possible business day. Orders placed after 1pm EST on Wednesday may ship out the

following Monday for arrival on the following Wednesday.

Next Day - If you place your order before 1 PM EST on Monday, Tuesday,

Wednesday or Thursday, your order will be shipped the same day for arrival the next

day. If you place your order after 1 PM EST, your order will ship the next possible

business day. Orders placed after 1pm EST on Thursday will ship out the following

Monday for arrival on Tuesday. NOTE: Due to the perishability of our product, we do

not ship over the weekends for arrival on Mondays.

Saturday Delivery – we are pleased to offer guaranteed Saturday delivery. Orders

must be received by 1 PM EST on Friday in order to arrive the following Saturday.

The “By Scheduled Delivery” includes two primary choices: “Week Ending” and “On Exact

Date”. With “Week Ending” you may select a future arrival date up to 1-year in the future.

With this option you may select a date range only, and your order will arrive any day of the

weekly range selected, Monday-Friday. This option uses the Standard Delivery method only.

With the “On Exact Date”, we guarantee arrival on the exact date selected. Shipments with

this method will be delivered using Next Day service for weekdays, and Saturday Next Day

Service for Saturday deliveries. Godiva’s daily order cut-off is 1 PM EST. Please note, due to

the perishability of our products website do not accept delivery for Mondays.[3]

Godiva.com Business Models Godiva.Com is using the e-commerce to operate their business. They created a website

named Godiva.Com to sell online both to individuals and to businesses. Since the beginning

of year 1994, the Godiva.Com story parallels the dynamic and dramatic growth of e-

commerce. They are using business-to-consumer (B2C) of businesses serving the end

customers with products or services and commerce transactions between businesses such as

between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Another

than that, Godiva.Com also provides business-to-business (B2B) in their business model.

B2B is a transaction that occurs between two companies, as opposed to a transaction

involving to customer. In other word, there is a company that provides the goods or services

for another company.

The B2B2C Model By Godiva

Godiva runs a business to business to consumer model which works in the following way:

Corporations are offered an incentive programme which allows them to shop for chocolates

online and with the help of the contact list of employees or workers Godiva is able to ship

chocolate gifts to worker or customer the corporation wants to send chocolates to.

Godiva.com revenue models The revenue model of Godiva.com is sales revenue. Sales revenue is sales of goods,

merchandise information and services provided in the publishers' websites. Godiva.com

created their own website and provided shipping and delivery services to shoppers who

interest with their chocolates. The sales revenue of Godiva.com is getting from the customers

who purchased their products by buying online. Godiva.Com provides different types of

chocolates for customers who buying it online. Customers are freely to choose whatever

flavor they like, whatever design, or whatever events or purposes that suit and match their

choosy taste. Godiva.com also provides an offer or discount to their customers, those

purchases up to $60 or more will entitle a free shipping delivery service. This promotion can

attract more customers to buy more to eliminate the shipping cost. This is one of the solutions

to increase their sales revenue.[4]

Godiva.com’s Ingredients for successful E-commerce revenues

Godiva recently revealed it has chosen to work with e-commerce systems integrator

eCommera, to support its online expansion plans in the UK that will augment its existing

concession stores in Harrods and John Lewis.

 

The luxury Belgian chocolatier will launch an online channel in the UK using the integrator’s

cloud-based technology stack, DynamicCommerce, powered by e-commerce platform

Demandware.

 

With a physical presence in over 80 countries worldwide and already selling online in the US,

Japan and China, Godiva needed to find a partner with the experience and technology to

quickly help it establish a local online presence.

System offers corporate flexibility

 

Given its limited in-house resources and experience developing a UK online channel, Godiva

has been able to take advantage of the new, functionally rich platform to implement the

benefits of multi-ship address. This feature allows customers to ship to multiple addresses in

a single order, which is ideal for corporate gifts. 

 

Sarah Hawkes, senior strategic merchandise manager at Godiva, stated: “We chose

eCommera as our long-term partner because they have proven experience in getting brands to

market quickly. 

"As well as having the right technology, they worked closely with us to help set our strategy

for expansion across Europe, which was a key differentiator. We are now confident that we

have the right plans and the right technology to deliver our international growth ambitions.”

Godiva.com innovation to increase E-Commerce Revenue

Godiva Chocolatier is using Monetate, a provider of cloud-based technology for online

marketers, to improve its ability to deliver the right content and experiences to its online

customers. Through its use of Monetate’s testing, targeting and personalization suite, Godiva

is able to innovate, test and deploy functionality on its website for an improved customer

experience that increases e-commerce revenue.

 

“At Godiva, our customers are purchasing a feel-good item, and our primary goal has been to

deliver the right product, to the right person at the right time. Monetate has helped us realize

this goal.” Said Vice President at Godiva.com

 

Godiva has leveraged Montetate’s technology to run concurrent testing and optimization

campaigns, and act on the results of those tests, at a much quicker rate than it was previously

able. Recent campaign results include:

18% conversion rate increase as a result of testing multiple product images on

product pages

9% average order value increase as a result of shipping banner tests

1,076% increase in email capture

 

Following the success of its online user experience efforts, Godiva plans to integrate

Monetate into its customer call and care center, and is strategizing placements for creative

redesigns that will allow it to continue to innovate during its platform initiatives.

Godiva.com is further planning on expanding its E-Business to maximize E-commerce

revenue as the primary mission of the company is to increase the Sales/revenue

Godiva.com Expands its E-Business with Announcement of Godiva Mobile

Godiva Chocolatier announces the introduction of Godiva Mobile, a new application that

provides access to Godiva’s best selling products, which are updated daily to keep content

fresh, on BlackBerry® smartphones. Perfect for frequent travelers and consumers that are

constantly on-the-go, Godiva Mobile provides solutions for those who have not had the

opportunity to plan in advance.

“Godiva Mobile gives our customers another way to order the perfect last minute gift of

chocolates, truffles and gift baskets,” said Kimberly Land, vice president of the Direct-to-

Consumer division of Godiva Chocolatier. “This is a perfect complement to our boutiques,

catalog and website. We’ve been exploring the market for several months, and believe that

mobile commerce is emerging as a truly viable fourth channel.”

Developed in partnership with Digby, (Digby is the premier mobile commerce platform

provider whose goal is to radically improve the mobile purchasing experience for consumers

around the world), Godiva Mobile was designed to overcome the inherent shortcomings of

the mobile web as a way to purchase goods and build intimate customer relationships. Godiva

Mobile is a device-resident application that includes Godiva’s best selling products and can

integrate with other applications on a BlackBerry smartphone, including the address book and

mapping applications. The result is a transformative user experience that allows consumers to

purchase products by simply scrolling and clicking.

“We couldn’t be more pleased to partner with Godiva Chocolatier on the creation of Godiva

Mobile” said Dave Sikora, CEO of Digby. “Mobile is emerging as a critical element of a

successful multi-channel sales strategy. Forward thinking retailers such as Godiva

Chocolatier who integrate mobility into their sales initiatives will be well positioned to take

advantage of the growth the mobile channel offers.”

About Godiva Mobile

Godiva Mobile provides BlackBerry smartphone users with access to Godiva’s product

catalog, which is updated daily to keep content fresh and features bestsellers and special

promotions for frequent customers. Godiva Mobile includes the following user-inspired

features:

Quick access to Godiva Chocolatier’s most popular products.

The ability to complete a shopping transaction in less than thirty seconds from a

BlackBerry smartphone, without having to endure the frustration of using a mobile

browser.

Rich product descriptions and full-color images.

Address book integration, which provides the ability to input shipping information

with just a few clicks.

A “One-Touch Store-Locator” that utilizes GPS or cell-tower location to

automatically identify stores close to the user’s location. This also includes integration

with BlackBerry® Maps to provide point-to-point navigation and directions.

Secure transactions and password protected buying.

Godiva Mobile can be downloaded from www.godiva.com/mobile from the browser on

customers BlackBerry smartphone.[5]

Godiva.com Technological infrastructure:

IBM and Godiva Chocolatier, Inc. announced that the companies have signed a services

agreement for IBM to manage Godiva's information technology (IT) infrastructure. The five

year agreement was signed on June 24, 2008.

Through this agreement, IBM will support Godiva's offices in the United States; London,

United Kingdom; Brussels, Belgium; Hong Kong, China; Tokyo, Japan; and Taipei, Taiwan

as well as stores in North America, Europe, Japan and the Pacific Rim. IBM will provide data

center services including support for IBM PowerSystems, Storage, service desk, security,

messaging and data network and business continuity and resiliency services.

"To support Godiva's global needs, we needed an IT partner that could help us scale our

infrastructure," said Mike Giresi, Godiva vice president, Global IT. "IBM was able to provide

a well-rounded solution that included IBM hardware, software and services into one bundled

service."

IBM's experience in migrating and managing data centers provided Godiva with a reliable

and efficient IT solution.

"IBM offers Godiva a cost-competitive, high-value solution," said Justin Dragoo, IBM vice

president, Consumer Products Industry. "Our global delivery capabilities and outsourcing

expertise will free Godiva to focus on continuing to provide excellent products to customers

around the globe." [6]

Godiva.com’s IT Infrastructure is based to support end user

Godiva Desktop Support Analysts work together as team members to deliver professional,

courteous and timely technical support to the end user in support of Godiva’s business

objectives.  Analysts work with the end user to ensure that technology meets their needs for

productivity and ease of use and follows through conscientiously and on time with all new

asset and troubleshooting requests. This is to help ensure the stability of Godiva’s technology

infrastructure (network, telephones, video conferencing, printers (local and corporate), VPN,

Laptops/Desktop, hardware and software).  Activities require interaction with application

software and operating systems to diagnose and resolve unique, non-recurring problems.

Godiva Customer Relationship Management:

CRM at Godiva evolved into a company-wide business strategy designed to reduce costs and

increase profitability by building and supporting customer loyalty.

CRM brings together information from all data sources within an organisation (and where

appropriate, from outside the organisation) to give one, holistic view of each customer in real

time. This allows customer-facing employees in such areas as sales, customer support and

marketing, to make quick yet informed decisions on everything from crossselling and up-

selling opportunities to target marketing strategies to competitive positioning tactics. Godiva

has developed a CRM strategy in which the physical channels (shop counter, phone/fax) are

complemented by ICT applications like dedicated website and the back-and front-office

applications integrated with intranet and extranet.

To support the strategy, Godiva has introduced suitable software applications and systems

over time. Some years ago, Godiva introduced an ERP system to run most of the business

processes and, more recently a CRM. Before the introduction of CRM, customers’ data were

stored in different locations and in many cases were entered manually, which resulted in

omissions and errors. In 2005, the firm decided to develop its own in-house CRM solution

based on flexible applications to save cost and time during

the development phase and afterward. The developments are taken in stages and are still

ongoing, so it is too early to assess impact and benefits of the whole system. However, there

are many technological components to CRM, and at the beginning of its implementation

Godiva needed a closer links with its clients and automated processes of order taking and

communication. In 2002-2003 Godiva European Division, developed the LINK Extranet

system, which links business partners1 via dedicated website (www.link.godiva.be) with

Godiva’s office in Brussels, as an integral part of an end-to-end CRM process. In 2002 -2003

the Link project was developed by the company with the help of external consultants. It cost

about 120,000 Euros and it took about one year for it to be fully operational, including

training of the customers and in house staff. It was relatively easy to convince the customers

of the benefits of electronic order placements and communication. This turned into 100%

customers using the system after nine months from the start date.

The LINK system plays an important role in the company’s CRM. For example serving as a

front office system, directly taking customer’s details and orders and then processing this data

into a back-office that fulfils and supports customer orders. This way, information about

customers, purchasing patterns and models come directly via LINK into company’s

CMR/ERP database. Taking into account that nearly 70% of orders in Europe comes from

Godiva’s own and franchised retailed outlets, the need and impact of linking them with an

automated and streamline process brought significant improvements of customer service and

management. The real-time link with customers also increased the possibility to develop and

deliver the right products at the right time and season (for example Christmas time,

Valentine’s Day) with production being able to respond accurately.

Before introduction of the LINK system, each customer (a retail outlet) had to send an

individual order by fax or post, sometimes using outdated order forms. This implied that the

order could arrive in bad quality and / or with bad handwriting with missing data. The details

of the order had to be then manually entered in Godiva’s ERP system for processing. Besides

being time-consuming, the process resulted in a certain amount of human error and delays in

deliveries. Today, the company receives the orders via www.link.godiva.be websites where

registered partners can log in to place and manage their orders 24/7.

The LINK application enables automated order placement and processing of real-time data

collection on customers’ behaviour. Moreover the LINK application has established an easier

and faster communication channel between the company and its partners. The application

plays an important part in the collaborative function of the CRM ensuring close contact with

customers.

Clients and partners have an access to daily updated information on products, details on

training, events and other developments. By using banners and pop-ups the reading of

important information is promoted. Profile-based information is sent to different customers,

allowing for promoting different products in the regions, for example; chocolate without

alcohol, but making possible exceptions on customer level. Then the marketing, sales and

customer service strategies are based on the data and feedback collected via LINK,

supporting the analytical function of CRM. The company saves cost and time on sending

marketing materials and ensures that the massages reach the targeted audience fast.

The LINK facilitates interactions with customers and supports co-ordination of employee

teams and channels. The system ensures immediate and personalized response to customers’

queries received via extranet making the client feel. For the company, the web collaboration

reduces customer service costs, it also improves quality by eliminating errors and delays.

Impact:

Nearly 100% of Godiva Europe customers are business partners (retailers). Godiva manages

the commercial relations with such partners through a tailored solution, by linking them with

the company via LINK extranet. LINK has been the step-stone towards CRM. The automatic

processing of orders and other communication automatically feeds the database, which

comprises individual accounts that store information about single customer’s activities. That

creates the base for further development of CRM. The LINK project has brought the

following improvements of business processes at Godiva:

Complete and up-to date customers’ orders and queries in digital form, directly linked

with the ERP, imply no more need for manual re-entry, therefore reduced number of

errors, speedier and more accurate deliveries.

Inventory management and logistics improved, with better central management of all

orders.

Automated order-flow, resulting in employees liberated time for providing more and

better customer service.

Accurate and up-to date data warehouse with increase market knowledge.

Delivering real time customer feedback that helps product development.

Valued source of gathering market intelligence.

Improvement of the company image through personalised services, efficient deliveries

and better relationships with its partners.

Communication with partners streamlined.

Enhanced customer visibility by providing a full view of activities on each customer

account.

LINK and the computerization of orders processing was designed not only to improve and

speed up the processes within the company but also to add value to customers by providing:

Easier and faster communication channel between the company and its partners;

Easier order placement, with 24/7 access to manage orders in an intelligent format

management and tracking with a possibility to change the order anytime and access

the invoice information;

Order status and dispatch information tracking;

Up-to-date detailed information on products, manuals-on line;

Direct communication platform to Godiva.

Godiva.com web marketing

With more than 74% of the U.S. population engaged in using social media, companies are

beginning to realize that they need to understand this phenomenon and get into the

conversation.

Those once perfectly formulated and broad-based marketing messages have become much

more individualized: It’s no longer shouting at customers, but talking with them one to one in

Social Media (Blogs, Facebook, Twitter and eMail Marketing Blasts) asking questions and

using their responses to cultivate even more relevant dialog and marketing strategy.

Here’s a chart showing ranking of some world’s top brands on world’s top social media

websites observe the Godiva’s number in the chart:

Using Social Media Godiva Chocolates is gaining double-digit growth in these economic

conditions. How Godiva.com is doing it?:

Godiva developed a marketing strategy to engage in Social Media to build deeper

relationships with their customers. Godiva knows its customers well, especially its

primary target customer, who it calls (not surprisingly) Lady Godiva. The chocolatier

knows not only basics like customers’ spending patterns (e.g., customers who

purchase in one category versus several) and demographics (75 percent are over age

32, 60 percent have children, 85 percent graduated college, etc.), but also

psychographics like they’re “busy but content” and they “love to indulge yet are

health conscious” and they “consider themselves generous and giving.”

Godiva finds, gathers, tests and measures data effectively resulting in superior

accountability. In June the company’s year-to-date sales had increased 19 percent

globally and 12 percent in North America, according to Mahender Nathan, vice

president, direct, for Godiva. The reason for this growth, in my opinion: is

communication through Social Media (Facebook & Twitter) and listening to

customer-driven innovation.

Godiva leverages the data obtained in social media networks and uses it to cultivate

relationships with their customers. Additionally, the company gathers unsolicited

feedback on Social Media and listens to customers’ conversations online. And for

every insight gleaned, customers give Godiva one they didn’t know to ask. As a

result, Godiva has introduced several products with resounding success, including its

Gems, limited edition truffles, and beverages. “New products have been largely

successful because we get customer input early in the development process,” the CEO

of Godiva said. “And because we ask customers what they want on Social Media.”

Godiva built relationships with their customers and leveraged it within their Social

Media networks.

Godiva makes  special offers relevant to their customer base. Having that depth of

insight helps the company know who and what to ask when conducting new product

research via Social Media. Godiva taps its customers for ideas and feedback through

several channels, including an invitation-only online community. Godiva asks specific

questions on Facebook and Twitter about products, like flavor preferences and input

on product ideas, as well as lifestyle-related questions about topics like entertaining.

Additionally, the company gathers unsolicited feedback on Social Media and listens to

customers’ conversations online. “For every insight we glean, customers give us one we

didn’t know to ask,” Vice president at Godiva.com said. As a result, Godiva has introduced

several products with resounding success, including its Gems, limited edition truffles, and

beverages.

“New products have been largely successful because we get customer input early in the

development process,” Nathan said. “And because we ask customers what they want.”[7]

Godiva’s web server Hardware and software: Godiva’s systems run on an IBM i Series, p Series and Microsoft servers. Godiva.com when

launched was registered by CSC CORPORATE DOMAINS, INC. under two servers Names

are Server1: DNS1.CSCDNS.NET, Server2:DNS2.CSCDNS.NET, Currently Godiva.com is

hosted From Burlington, Massachusetts, united states-01803 Location’s Map is shown below:

Godiva.com Security Techniques & Issues: To describe the privacy and security techniques used by Godiva.com its better to review their

policies in their own words.

This website is owned and operated by Godiva Chocolatier, Inc. Godiva recognizes the

importance of maintaining the privacy of our customers, registered account holders and

loyalty club members and other website users . We have posted this privacy policy to

describe our practices regarding the collection and use of information from Users.

Policies were last amended on 7/1/13. We may update these Policies from time to time, so we

invite you to review this page periodically. When we make changes, we may send an e-mail

to you or notify you the next time you log-in, and we will post the updated Policies on this

web page. All changes will go into effect on the date that is listed in our Policies. The new

Policies will apply to all past and current users of Godiva.com and will replace any prior

Policies. By using this website, you consent to the terms of this Policies.

Godiva’s privacy and customer security issues: On and foremost issue in Godiva’s security system is that beside all the efforts Godiva’s

security administrator perform to keep the member’s personal data (Credit card number’s ,

order history , delivery addresses) confidential , Godiva.com do not guarantee the 100%

security of information provided toothier webpage on the internet thus Godiva.com has

clearly stated the customer’s submits their personal data on Godiva’s webpage on their own

risk , In Godiva.com own words:

“Godiva takes your privacy and security seriously. For this reason we work to establish

technical, administrative, and physical security measures to protect against unauthorized

access or use of personal information. We cannot, however, guarantee the security of any

information you send to us and you do so at your own risk.”

Members are responsible for maintaining the confidentiality of their password and account.

Members are responsible for activities that occur under their account and should immediately

notify Godiva of any unauthorized use of their account.”[8]

This issue in their security and privacy system can effect Godiva’s online sale greatly as

customer hesitates to submit important Credit information on Godiva’s webpage to shop

online.

Godiva’s privacy policy:

Following are the Disclosures about the Godiva.com privacy policy in which use of collected

information and reasons are clearly mentioned:

What information we collect:

We collect the following information about you in various ways, including when you register

an account, enroll in a loyalty card club, make purchases, and when you visit our website or

social media sites:

If you choose to become a Member, we collect your name, address, phone number,

email address, username, password, and birth date. We also collect the names,

addresses, and phone numbers of those persons whom you add to your personal

address book as a Member.

If you shop with us via Godiva.com, we collect the following information about you:

name, address, phone number, email address, billing information including credit card

number and expiration date as well as the names, addresses and phone numbers of gift

recipients (if any). We use your name, address, phone number, billing

information/credit card information to process your order or as otherwise described in

this Policy.

If you visit our Facebook, Twitter, Instagram, or other social media pages, we may

collect information you submit or make publicly available.

We also collect any information you submit to us when you participate in our

promotions, contests, and sweepstakes.

We also collect information automatically using technology when you visit our

website or social media pages or when you open one of our e-mails.

      

How we use information we collect:

We use the information you supply for the purpose of providing the services you have

requested and as described in this Policy. The email address you provide is used for internal

purposes, such as confirming and tracking your order. In addition, Godiva may contact you

via email or regular mail to keep you up-to-date on the latest Godiva.com news or to send

you our latest catalog. Also, we may rent, share, sell or exchange your email or postal address

with third parties, who may contact you regarding their products or services that we think

may be of interest to you. If you would like to opt out of receiving mailings from Godiva or

our third parties, please visit Communication Preferences. Additionally, gift recipients may,

from time to time, receive our latest catalog as well as offers from us regarding new products

and services that we think may be of interest to them. We work with a third party service

provider, who uses information collected automatically through technology to help us better

understand how you use Godiva.com. The information this third party service provider

collects, such as which search engine referred you to Godiva.com and how you navigated

around our website, will help us to better serve you and provide you with more personalized

information and product offerings. We may share your information, including your name,

address, email address, as well as a record of any transactions you conduct on our website or

offline with us with a third-party advertising partner and its service providers in order to

deliver to you banner advertisements and other advertising tailored to your interests when

you visit certain websites. Our advertising partner will make the data we provide to it

anonymous. To learn more about the use of this information or choose not to have this

information used by our third-party advertising partner by opting out please visit the Network

Advertising Initiative.

In certain instances we may disclose your personally identifiable information when we have

reason to believe that it is necessary to enforce this Policy, the terms of use that govern

Godiva.com, to otherwise manage our business, or to bring legal action against persons or

entities who may be causing injury to you, Godiva or others. We may also disclose your

personally identifiable information when we believe the law requires it. In the event of a

merger, consolidation or sale or transfer of our company or its assets, it is possible that User

information collected will be transferred to the purchaser or the new company. 

Cookies, Web Beacons And JavaScript:

Godiva uses automatic tracking technologies, including "cookies" and clear gifs (or “web

beacons”). These small files are sent to your browser from a web server and stored on your

computer's hard drive. Godiva, and service providers acting on our behalf, may place cookies

and web beacons on your computer for the purpose of understanding how Users utilize

Godiva.com, to track purchases and other website information, and to help measure the

effectiveness of our marketing and promotional campaigns. Web beacons may be used to

provide data to third parties for tracking purposes. Cookies also allow Members to save time

during checkout in return visits. We may also use our own cookies to provide you with

enhanced online display advertising tailored to your interests. To opt out of advertising

provided by Godiva. Most web browsers automatically accept cookies, but they should also

allow you to instruct your browser to prevent the use of cookies. You may use the Help

feature on your browser to find information on how to manage, restrict, or prevent the use of

cookies. Please note that if you disable cookies certain aspects of Godiva.com will not

function properly, such as the shopping bag. We also use "web beacons" in our HTML-based

emails to let us know which emails have been opened by recipients. This allows us to track

the effectiveness of certain communications as well as the effectiveness of our marketing

campaigns. If you would like to opt-out of these emails you can do so via our

Communication Preferences page. Note that if you delete your cookies, use a different

browser, or buy a new computer, you will need to renew your opt-out choice.

“Users must have JavaScript enabled in order for Godiva.com to function properly.”  

Sweepstakes/Promotions:

Godiva.com sometimes includes notices of sweepstakes or other promotions we are

conducting, and we may permit you to enter electronically in some cases. If that occurs, we

will use the information you provide for the purpose of conducting the promotion (e.g., to

contact you if you're a winner) and for any other purpose for which we might use information

about you collected through this website. In the promotions sponsored by third parties,

information you submit to enter those promotions may be shared with the third-party sponsor

and then used by the sponsor in accordance with any contest rules and its privacy policy.

Market research:

From time to time, Godiva may also contact you via email, postal mail, text message, or

phone to conduct questionnaires and surveys. Survey information is treated like all of the

information we collect.

Access to / and choices about your information:

You may choose to: (1) stop receiving promotional materials by mail, phone, or email; (2)

update or correct your personal information; and (3) cancel your Loyalty Membership; or (4)

disable your account. To carry out any of these choices:

• A Member can access, review and/or correct all of their personally identifiable information

that was provided to us online by logging into their Account and accessing the My Profile

section.

• If a Member wishes to have their account disabled, the Member can send an email with this

request to letters@godiva.com. Please include your name, the email address associated with

the account and the following message: “I would like to disable my GODIVA.com website

account.”

• You may unsubscribe from marketing emails from us by visiting the Communication

Preferences page.

• You may unsubscribe from our mail order catalog or other Godiva mailings to your postal

address by visiting the Catalog Unsubscribe page. Please note that removal from our postal

lists may take up to 6 to 8 weeks to be effective.

• You may send us an email at letters@godiva.com or write to us at Customer Care, Godiva

Chocolatier, Inc., 139 Mill Rock Road East, Old Say brook, CT 06475. Please include your

current contact information, the information you are interested in accessing, and your

requested changes. We will make the changes you request or provide an explanation of what

actions we will be able to make in response to your request.  

Live customer service assistance:

Godiva offers Users live customer service assistance. Information you provide during a call

may be used to assist with your inquiry, as well as for any purpose permitted under the

Policy. Calls may be recorded for quality assurance and training purposes.

Third Party Service Providers:

Godiva sometimes employs other companies and individuals to perform services for us. For

example, we hire agencies to help administer consumer promotions, to analyze data, to fulfill

orders you place, and to provide customer service. We may share your personally identifiable

information with these parties, who have agreed to hold this information in confidence, not

use it for any purpose except to carry out the requested service, and honor Godiva's privacy

and security policies in the way this information is handled.

Security:

Godiva takes your privacy and security seriously. For this reason we work to establish

technical, administrative, and physical security measures to protect against unauthorized

access or use of personal information. We cannot, however, guarantee the security of any

information you send to us and you do so at your own risk.

Members are responsible for maintaining the confidentiality of their password and account.

Members are responsible for activities that occur under their account and should immediately

notify Godiva of any unauthorized use of their account. 

Other Sites:

This website may contain links to websites operated by other companies. Godiva is not

responsible for the policies and practices of those third party sites. You should check the

applicable privacy policies of the other sites you visit. 

Contacting Godiva.com:

If you have any questions about our Policy, you can e-mail us at letters@godiva.com or

contact us by mail at Godiva Chocolatier, Inc., 139 Mill Rock Road East, Old Say brook, CT

06475. We'll be happy to answer your questions or hear your concerns.[9]

Payment system for online shopping from Godiva.com: Shopping From Godiva.com is done in three steps firstly customer chooses the item they

want to order then they Give the address to where order is to be delivered (Godiva.com gives

the customers services to delivery to multiple addresses) the billing/Payment section is the

second step of shopping from Godiva.com.

Payment is made with credit card Godiva.com accepts Payments From Following credit

cards:

Payment Mode other then these credit card is not Supported while shopping from

Godiva.com.

The online shopping option is only available to American users from Godiva.com for other

customers around world Godiva has provided different Domain names According to region if

Customer are in region other then U.S.A then there is a Option on website named CHANGE

REGION Customer can change region from there and sop online.

Shopping from Godiva.com it is important to know that because of the freshness perishability

or freshness issues of their product Godiva.com Does not ship orders outside of U.S.

Different region’s website Portals Provide different shipping policies.[10]

REFERENCES:

[1] - http://www.fundinguniverse.com/company-histories/godiva-chocolatier-inc-history

[2] - The Web Revolution Part II Chapter 4

[3] - http://www.godiva.com/shipping-information/Shipping-Info.html

[4] - http://www.studymode.com/essays/Godiva-1597102.html

[5] - http://www.prnewswire.com/news-releases/godiva-chocolatier-gives-customers-the-

ability-to-purchase-anytime-anywhere-with-godiva-mobile-57554462.html

[6] - https://www-03.ibm.com/press/us/en/pressrelease/25086.wss

[7] - http://www.sosemarketing.com/2011/08/17/sos-e-marketing-godiva-chocolates-gaining-

double-digit-growth-despite-economic-conditions/

[8] - http://www.godiva.com/privacy-policy/privacyPolicy.html

[9] - http://www.godiva.com/privacy-policy/privacyPolicy.html

[10] - https://www.godiva.com/on/demandware.store/Sites-Godiva-Site/default/Cart-

Show/C1816635862

Project by : Salar Arif

Associates Degree (Accounting &

Finance) Semester-III

University of central Punjab Lahore ,

Pakistan.