Overcoming E-commerce Development Constraints in 2023

Gift Guides That Convert

Customer Story: Godiva

By the numbers

380% increase in creative output
300% increase in conversions
50% time saved in creating and publishing content

The Challenge

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Limited ability to create and launch experiential content with robust functionality.

Godiva’s eCommerce team aspires to deliver conversational and lifestyle-driven digital experiences that engage their customers as a part of the brand experience. However, with a small team, Godiva has been limited in their ability to create and launch experiential content with robust digital functionality.

With a growing customer demand to learn more about Godiva’s heritage, product quality, and production processes, as well as interactive content such as recipes and entertaining tips; Godiva struggled to regularly meet the scope of digital content. Intending to further expand their content, Godiva needed a scalable solution to generate rich content for an elevated site experience.

As content-driven marketing has gained strategic importance at Godiva, they knew their current model simply would not scale. They needed to get more content up faster and make it easy for any member of their team—and even others at the company—to design and publish amazing experiences without any need to code.

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The Solution

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Simplified content creation and publishing, without coding.

Upon seeing Creator™ in action, the Godiva team realized that Creator could solve many of their immediate needs. Its drag-and-drop functionality reduced the amount of coding needed. Creator also has a Salesforce Commerce Cloud cartridge, meaning it integrates with their eCommerce platform for easy “shop the look” experiences, and it simplified publishing rich content pages. The tool was easy for non-technical staff to learn, including the marketing team, allowing for updates at any time.

Having just hand-coded a time-consuming new gift guide for Christmas, the Godiva team was eager to compare that process with their inaugural Creator campaign, Valentine’s Day 2016 — one of Godiva’s biggest campaigns of the year. Celebrity spokesperson Eva Longoria anchored the campaign and Godiva used Creator to build an online lookbook showcasing Eva’s top six gift picks. As compared to historical online celebrity appearances, this campaign generated a 300% conversion rate lift year over year.

“This campaign helped to bring excitement to our website in a way we could not offer in the past,” said Christine O’Brien, site merchandise manager who manages Godiva’s digital campaigns. For the first time, the team has the creative freedom to focus on building an interactive digital experience without worrying about the back-end coding.

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"Creator has enabled our small team to make a big impact. We're now delivering more elevated experiences for our customers online, while at the same time dramatically reducing the effort to create those experiences."

Mick Burchfield | CRM & Digital Marketing Director

The Results

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Increased output and productivity, and delivering better experiences that convert.

In the first few months of using Creator, Godiva has already realized a 380% increase in productivity and creative output—and they expect that number will only increase as more colleagues are brought onto the team and utilize the platform.

O’Brien notes that Creator enables her to be at least 50% more productive. And beyond building more experiences, she sees the platform as helping the team deliver better experiences. 

Moving to Creator has fundamentally changed how the team works. They are now able to spend more time thinking about their content strategy. They have more bandwidth to dig into metrics to find out what’s working and what’s not, and they can reflect site changes on demand. After only a few months of use, Godiva is already planning how to utilize more of Creator's capabilities to drive even better customer experiences and higher ROI.

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