GODIVA

This project was developed for the global chocolate chain Godiva to offer a customized shopping experience and improve purchase efficiency, particularly in smaller and busier stores. Given that Godiva stores were often crowded and faced challenges with their pick-and-mix chocolate service, customers frequently clustered around the chocolate cases, creating a disorderly environment and deterring new customers. Therefore, a well-defined customer journey and a well-designed interactive solution were crucial to this project.

The customer journey begins with a large digital screen playing an engaging chocolate video and a 'Create Your Collection' wall with a white marble texture, which immediately captures customers' attention upon arrival.

Next, the four clear steps displayed on the feature wall—quantities, chocolate selections, packaging, and message cards—act as a roadmap guiding customers through this delightful journey. Customers can navigate this purchasing process either by consulting with Godiva staff for assistance or by using the digital solution independently through fixed touch screens or in-store mobile devices.

Once they have completed the four-step purchasing process, customers will receive a printed ticket with the price and order number. They can then proceed to the counter to make payment and wait while their chocolates are wrapped.

The visual display of chocolates resembles a vibrant art exhibit, with close-up photography panels highlighting the artistic details of each piece. Chocolates are categorized by four distinct colours to represent key flavours: dark, milk, white, and truffle. This setup not only showcases the chocolates beautifully but also helps customers find exactly what they're looking for.

The digital solution for the user experience is straightforward. The 'Choose Your Chocolates' feature allows customers to either browse directly through Godiva's chocolate range or select based on taste preferences, helping them find their preferred chocolates efficiently. In the future, a 'Choose by Gift Occasion' option could be added to provide customers with more ways to quickly select the ideal chocolates. The digital platform also includes detailed introductions for each chocolate, offering customers valuable information to aid in their decision-making.

Customers can also complete their purchase through Godiva's in-store mobile devices.

This card will be included in the carrier bag and will introduce the selected chocolates, helping customers remember the flavours of each one.