a food/wine/marketing blog that is funny by accident, sarcastic on purpose.

marketing relevance fail?

Godiva Chocolates announced today that they created an iphone app to give customers easier access to buying their chocolate.  After reading the press release for the Godiva Mobile for iPhone application, as well as a few articles that just copy and past the release (kudos for originality guys), I figured I would have to take a look at this app before jumping to any conclusions.

The iPhone app store sells this with the statement:

“Godiva Mobile for iPhone lets you order Godiva products anytime, anywhere; the perfect way to send a thoughtful gift when you are on the run.”

The press release’s sound bite came from Kimberly Land, Godiva’s vice president of the direct-to-consumer division:

“The mobile product is effective for the company during the downturn. It allows us to stay closer to our customers and make it even easier for them to access Godiva whenever the need arises.”

godiva-iphone Alright… This application is laughable for a few different reasons.  When I am craving chocolate, my first thought is not to order it online…  The reason for this is because when I crave I am usually standing in line at the grocery store and it is an impulse purchase.

I wouldn’t  purchase chocolate from my iPhone and wait until they mail it to me to satisfy my craving.  I wouldn’t order chocolate as a gift when I am “on the run” unless they were giving me a pretty sweet (pun intended) deal.  This is not the case with this mobile storefront.

The app itself is not done very well.  As you can see the Home Page Screen doesn’t even have any branding for the chocolate brand.

It feels that this is a great example of a marketer who put out an iPhone app just because that is the “in”  thing to do….  This app doesn’t seem relvant to what cosumers are looking for in an iPhone app or even relvant to their busy livestyles of being on the go….  What do you think?


4 responses

  1. Tim

    Sounds like you resisted drinking the Godiva Kool-Aid, well done. I agree an iPhone app for ordering chocolate doesn’t provide the satisfaction of the impulse buy at all.

    Now, if they could somehow resurrect Kozmo.com and tie in the app with a delivery to your doorstep… we can dream, right?

    March 2, 2009 at 10:37 am

  2. Thanks Shana. This is a typical example of a company (or employees of that company) that don’t get it. This obviously shows that their marketing staff has no concept of the buying habits of their customers, or where they are. Godiva is all about the experience. Walking into their store is stepping into a fantasy land. Most of the people who purchase probably didn’t even plan on shopping at Godiva. They just decide on a whim when they see the store in the mall. This app seems pretty useless to me. I doubt it will be used much.

    March 2, 2009 at 5:37 pm

  3. Juanita

    Sounds like you all have the idea. Godiva needs to put more cholatiers back in the shops and work on their own website a little more before they go off into territory A) they don’t understand and B)that is plain not practical. A waste of good marketing dollars of you ask me.

    March 7, 2009 at 12:08 am

  4. Hey all,

    Yeah.. to purchase a pack of chocolate is a impulse decision..
    You cant assure that you will have some impulse to have a chocolate tomorrow or day after tomorrow.

    But think that they created the app not to target everyone, its for those who want to gift / purchase chocs for a special occassion / birthday.

    Also i will wait for some updates in app, but i appreciate the launch same me. Its nice to see almost all teh needs going “On the go” and making easy for the customers.

    Pointing out some mistake is easy.. its a bit human to appreciate a new stuff.

    But i am also having the opinion of making the UI of the app bit more interesting….

    March 28, 2009 at 6:16 am

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