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.
This story was originally published on April 14th 2016 by Retail TouchPoints. Read the full story here.