Fulfillment Special Report: Godiva.com Sweetens Gift-giving with Personalized Greeting Card
Giving a gift is a personal gesture that can convey many different sentiments. Expressing the right sentiment is important to both the giver and the recipient. Few companies understand this need better than Godiva, a marketer of premium chocolates for whom gifts make up the majority of its business.
Naturally, the top selling seasons for Godiva are holidays: Christmas, Hanukkah, Valentine’s Day and Mother’s Day. But the chocolates purveyor also is looking to grow its share of market in what Beth Brown, the firm’s interactive director, calls “everyday gift occasions,” such as birthdays and thank-you gifts.
One strategy the company has implemented to help achieve this goal involves continual improvement of the gift-giving experience for customers. Starting with a test in October 2003, Godiva began offering visitors to its e-commerce Web site the option of including a full-size, personalized greeting card with their gift purchases for a small charge.
“Like most online retailers,” says Brown, “Godiva has always offered a complimentary gift message. Now customers can choose the basic card or from over 300 CardintheBox store-quality greeting card designs.”
Created by ITB Solutions of Addison, IL, CardintheBox is a digital printing-based solution that is integrated into a marketer’s fulfillment system.
For online marketers, ITB Solutions’ ASP Web site “hosts all the functions an online shopper needs to select and personalize a greeting card. The greeting card Web site and collection are configured to fit each marketer’s brand, look and feel,” explains Ray Thompson, executive vice president of ITB Solutions.
Within the marketer’s product information and checkout Web pages, either a button or pop-up link appears that connects shoppers to the ITB Solutions’ host site. Brown was able to match the design of this hosted site to the look and feel of the Godiva site, providing customers a seamless transition from order entry to greeting card selection and personalization, and then back to final checkout.