Content-driven marketing is a key ingredient in Godiva’s brand experience. The chocolate retailer, which operates online and in more than 450 boutiques and shops worldwide, saw growing demand from customers to learn more about its heritage, product quality and production processes. The brand’s e-Commerce team focuses on delivering conversational, lifestyle-driven digital experiences to engage with customers, but they didn’t have the bandwidth to provide a unique online experience.
The stakes are high when it comes to creating compelling content. According to a study by Chartbeat, 55% of web pages viewed get less than 15 seconds of attention. Generating “clicks” has its benefits, but if a retailer is spending time and money to create unique content, it needs to keep the customer engaged and also enable them to buy product.
Creating content was a “huge bottleneck” for Godiva’s content-driven strategy, resulting in too much time spent coding content and very little to show for it.
“We had limited resources to hand code all content, which was incredibly time consuming and fell to a single member of the team,” said Brita Turner, Director of e-Commerce at Godiva, in an interview with Retail TouchPoints. “We couldn’t create the rich digital experiences we dreamed up because of our existing infrastructure and limited template design. We knew that with Godiva’s strategic direction of a content-driven strategy, we had to get better tools that allowed us to create and publish content quickly.”
Godiva chose Zmags, a shoppable content solution provider, to help the retailer create and publish engaging content quickly. Zmags Creator is a SaaS platform featuring drag-and-drop functionality, which eliminates the need for users to write code. The solution significantly sped up Godiva’s ability to publish content: the retailer was putting up new material just three weeks after signing up with Zmags.
After implementing the Zmags Creator platform, Godiva was able to:
- Convert buyers 300% faster;
- Increase its creative output by 380%; and
- Improve productivity by 50%.
“[Zmags Creator] enables my team to think about achieving and executing on our strategic goals and creating interesting customer experiences rather than tedious coding,” said Turner. “When a young woman comes to our site to buy for her mother, we can now interact with her in a way that will make her re-think her perception of Godiva.”
Celebrity-Anchored Content Generates 300% Conversion Lift
Godiva’s main goal was creating rich, shoppable experiences to encourage shoppers to purchase items more quickly. By enabling creative teams to focus on the creative side versus technology issues, Godiva was able to publish unique digital experiences quickly and efficiently.
The retailer tested the waters with Zmags during one of the biggest campaigns of the year: Valentine’s Day 2016. Godiva anchored celebrity spokesperson Eva Longoria to help build an online look book highlighting the actress’ top six gift picks. The campaign proved successful as it generated a 300% conversion rate lift year-over-year compared to previous celebrity online appearances.
“This campaign helped to bring excitement to our web site in a way we could not offer in the past,” said Christine O’Brien, Site Merchandise Manager for Godiva’s digital campaigns. “For the first time, the team has the creative freedom to focus on building an amazing experience without worrying about the back-end coding.”