A project containing every piece of information Of Godiva's Online operations.

1. Project Report
On
E-commerce Analysis of Godiva.com
Associate Diploma Program
(Semester-III)
Group-I
Salar Arif Malik – M1F13ASOC0053
Supervised by: Prof. Adnan Faisal Khan
University of Central Punjab

3. Contents:
Introduction to Godiva Chocolate Inc. ..................................................................................5
How Godiva Chocolatier started and Grew/History: .......................................................5
Rapid Growth Beginning in the Late 1970s ...................................................................6
New Products in the 1990s ...............................................................................................7
Godiva Chocolatier Today...................................................................................................9
When and why Godiva Went online.......................................................................................9
About Godiva.com .................................................................................................................11
Transaction types ...............................................................................................................11
Special occasions offers & delivery offers .......................................................................11
The feedback option...........................................................................................................11
Friendly site usage..............................................................................................................11
Boutique Locator option....................................................................................................11
Customer assistance...........................................................................................................12
Shopping From Godiva.com..............................................................................................12
Delivery procedure.............................................................................................................12
Godiva.com Business Models................................................................................................13
The B2B2C Model By Godiva...........................................................................................13
Godiva.com revenue models .................................................................................................13
Godiva.com’s Ingredients for successful E-commerce revenues ..................................14
Godiva.com innovation to increase E-Commerce Revenue ...........................................15
Godiva.com Expands its E-Business with Announcement of Godiva Mobile ..............15
About Godiva Mobile .....................................................................................................16
Godiva.com Technological infrastructure:..........................................................................17
Godiva.com’s IT Infrastructure is based to support end user.......................................18
Godiva Customer Relationship Management: ................................................................19
Impact:.............................................................................................................................21
Godiva.com web marketing ..................................................................................................22
Godiva’s web server Hardware and software:....................................................................24
Godiva.com Security Techniques & Issues:........................................................................24
Godiva’s privacy and customer security issues:..............................................................25
Godiva’s privacy policy: ....................................................................................................25
What information we collect: ........................................................................................25

4. How we use information we collect:..............................................................................26
Cookies, Web Beacons And JavaScript:.......................................................................27
Sweepstakes/Promotions:...............................................................................................28
Market research: ............................................................................................................28
Access to / and choices about your information: .........................................................28
Live customer service assistance:..................................................................................29
Third Party Service Providers: .....................................................................................29
Security:...........................................................................................................................29
Other Sites:......................................................................................................................30
Contacting Godiva.com:.................................................................................................30
Payment system for online shopping from Godiva.com: ...................................................30
REFERENCES:......................................................................................................................32

5. Introduction to Godiva Chocolate Inc.
Godiva Chocolatier, Inc., is a leading manufacturer of premium-quality chocolates, cookies,
ice cream, cocoa, and flavored coffees. Its products are sold at about 250 company-owned
stores in North America and in major cities worldwide, as well at sales counters in several
thousand upscale department and specialty stores like Marshall Field's and Barnes & Noble.
Godiva also sells its chocolates through direct-mail catalogs and via the Internet. Founded in
Belgium, the firm has been owned since the 1960s by Campbell Soup Company and is now
headquartered in the United States. Godiva Chocolatier is recognized around the world as the
leader in fine chocolates. Godiva Chocolatier has been dedicated to excellence and innovation
in the Belgian tradition for over 80 years.
How Godiva Chocolatier started and Grew/History:
Godiva Chocolatier traces its roots to 1926, when Pierre Draps started making chocolates in
Brussels, Belgium, for sale to local shops. His son Joseph began working for the family
business at the age of 14 and shortly after World War II took control of it. When he decided to
open a shop of his own, he sought a distinctive name to give it and turned to his wife for ideas.
She suggested Godiva, after the legendary countess who had protested high taxes by riding
nude through Coventry, England, and Draps chose it for the new endeavor.
His shop in Brussels' Grande Place was a success, and over the next decade several other outlets
were opened around Belgium. Joseph Draps was both a talented chocolate-maker and a skilled
businessman, and under his guidance the firm built the Godiva brand into a leader in the super-

6. premium chocolate category through the use of sophisticated advertising and elegant
packaging, as well as by limiting distribution to select locations..
In 1958, the first Godiva shop outside Belgium opened in Paris, and in 1966 the company's
offerings reached America with distribution to select chains of luxury department stores. At
the same time, the Draps family sold a two-thirds stake in the firm to Pepperidge Farm, a unit
of Campbell Soup Company. Later, Campbell would acquire the remainder.
In 1972, the company opened its first American location on Fifth Avenue in New York City,
near the shops of Tiffany and Cartier. As in its European boutiques, Godiva's products were
displayed like jewels in refrigerated brass and glass cases.
Rapid Growth Beginning in the Late 1970s
In 1978, the company named a new president, Albert J. Pechenik, and under his leadership
sales leapt from approximately $4 million to more than $22 million in four years. Godiva's
profile was raised by advertising in tony publications such Gourmet magazine and
Architectural Digest, along with such moves as partnering with designer Bill Blass, who
created a signature line of chocolates for the firm. Marketing materials were improved as well,
and department stores were encouraged to set up separate Godiva counters. During this period,
the firm's chain of stores was also expanded, with shops opened in such countries as Japan for
the first time.
The customer at a Godiva boutique, as the firm termed its outlets, was treated like a buyer at a
fine jewelry store. Once a selection of chocolate pieces had been made from the display case
and weighed, the candy was placed in a golden box, tied with imported golden string, and then
put into a golden bag for transport. In addition to chocolates by the pound (then priced at
$17.50), special items like chocolate-filled Limoges china bowls and Wedgwood dishes were
also sold. Other extravagant offerings included model kits of Porsche, Rolls Royce, and
Mercedes automobiles, which could be glued together by melting an included extra piece of
chocolate. The company's products were frequently purchased for gifts, and 70 percent of
Godiva's sales were made during the holiday season, which stretched from November to
Valentine's Day.

7. The company had by now set up a second headquarters in New York and an American
production facility in Reading, Pennsylvania, though European customers were still supplied
by a plant in Belgium. Some debated the relative merits of Godiva chocolates from Belgium
versus those made in the United States, but the company dismissed such concerns, noting that
it used the same supplier for its raw chocolate but created unique recipes for different markets,
factoring in regional preferences for sweetness and flavorings. Additionally, laws in some
states limiting alcohol content required that American recipes omit certain liqueur-based
flavoring agents that were preferred in Europe.
The company continued to grow during the mid-1980s by such actions as boosting its retail
presence in the UK and adding a chocolate gift registry. By 1988, Godiva was operating 56
stores in the United States alone and taking in revenues of approximately $100 million
worldwide, with the bulk of earnings continuing to be derived from sales to department stores
and other specialty retailers. The company had also begun issuing catalogs for mail-order sales,
though this made up only a small portion of its business. The price of Godiva's 50-plus varieties
of solids, cream, mints, caramels and cordials now stood at approximately $22 per pound,
almost twice what lower-end competitors such as Fanny Farmer charged.
As the U.S. economy hit a serious downturn at the end of the 1980s and sales of luxury goods
fell off, Godiva found its sales in decline.
New Products in the 1990s
Brand-building efforts continued during 1993 with the introduction of the Café Godiva line of
gourmet coffees and a chocolate liqueur made in conjunction with Seagram's, as well as a
number of new single-serving chocolate treats and a line of biscotti cookies. To boost sales in
department stores, Godiva also began offering them new refrigerated cases that better displayed
the company's pre-packaged boxes of chocolates.
In 1994, following a successful test at its Chicago boutique, Godiva began a chain-wide
redesign of its stores, which now numbered more than 110. Abandoning the jewelry-store look
of pink marble and black lacquer, a new Art Nouveau-inspired combination of bleached wood
floors, creamy white marble, and richly-finished cherry wood cabinets was introduced. At the
same time, the shops were made more welcoming, with the layout changed to encourage
browsing while prices were displayed in public view. New, affordable treat items were

8. introduced including Boucher, single-serving chocolates priced below $3. In 1995, the
company gained Kosher certification, with most of its chocolates now manufactured in
accordance with Jewish dietary laws.
While these changes were taking place, Godiva also revamped its direct-marketing unit, which
had never heretofore turned a profit. Catalogs were redesigned and other elements of the
operation were restructured, which helped produce profits as well as a sales increase of 15
percent in 1995 and 20 percent in 1996. The mail-order division, which still accounted for less
than 10 percent of the firm's total earnings, targeted both corporate accounts as well as the
general public. A survey done via Godiva's Web site, which had been launched in 1995, found
that a typical customer was a woman who earned $60,000 per year.

9. The year 1996 saw the company redesign its Web site and experiment with the idea of creating
small retail kiosks in shopping malls. Over the next year, three such kiosks were opened, while
Godiva's chain of U.S. stores, also located primarily in malls, grew to 131. A new line of coffee
products was introduced for use by office service companies during the year as well.
During the late 1990s, the company experienced a drop in sales to Asia due to an economic
downturn in that region, but its business in Japan and Hong Kong continued to grow, and
distribution there was expanded despite the financial crisis. By the latter half of 2000, Godiva
chocolates were being sold in 37 countries at 232 company-owned stores and at more than
2,500 counters in specialty and department stores such as Marshall Field's and Barnes & Noble.
To help its customers find the nearest location, the company introduced a free service to users
of cell phones and wireless handheld devices which offered downloadable maps. [1]
Godiva Chocolatier Today
More than three-quarters of a century after the Draps family first started making chocolates in
Belgium, Godiva Chocolatier, Inc. had evolved into the preeminent luxury chocolate company
in the world. The combination of innovative, high-quality products, finely tuned marketing,
and the powerful backing of Campbell Soup had helped make the name Godiva synonymous
with indulgence and pleasure. Godiva continues to own and operate more than 450 shops
worldwide. The company issues six seasonal mail order catalogs a year in the USA and also
accepts online and telephone orders for their products. Godiva chocolate are also sold in local
malls and mini shops. Godiva is now owned by Turkish confectioner named Ülker Bisküvi
Sanayi, which acquired it from Campbell Soup in 2008.
When and why Godiva Went online
The demand for high-quality chocolate has been increasing rapidly since the early 1990s.
Several local and global companies are competing in this market. Godiva Chocolatier is a well-
known international company whose stores can be found in hundreds of malls worldwide. The
problem for the company was to discover new ways to increase its sales. After rejecting the
use of a CD-ROM catalog,( presentation of a set of items available for purchase, including
description, price, and ordering information, on a CD-ROM disk. CD-ROM catalogs are
particularly popular with business-to-business marketers whose product line includes vast
quantities of items.) Godiva had the courage to try to sell online as early as 1994. The company
was a pioneering click-and-mortar e-business(A type of business model that includes both

10. online and offline operations, which typically include a website and a physical store. A click-
and-mortar company can offer customers the benefits of fast online transactions or traditional
face-to-face service.) that exploited an opportunity years before its competitors.
Teaming with Fry Multimedia (an e-commerce pioneer), Godiva.com was created as a division
of Godiva Chocolatier. The objective of the project was to sell online both to individuals and
to businesses. Since 1994 the Godiva.com story parallels the dynamic growth of e-commerce.
It went through difficult times testing e-commerce technologies as they appeared, failing at
times while remaining continuously committed to online selling and finally becoming the
fastest-growing division of Godiva, outpacing projections.
This is a true success story. Here we present some of the milestones encountered. The major
driving factors in 1994 were Internet user groups of chocolate lovers, who were talking about
Godiva, to whom the company hoped to sell its product online. Like other pioneers, Godiva
had to build its Web site from scratch, without EC-building tools. A partnership was made with
Chocolatier Magazine, allowing Godiva.com to showcase articles and recipes from the
magazine on its site in exchange for providing an online magazine subscription form to e-
shoppers. The recognition of the importance of relevant content was correct, as was the
perceived need for fresh content. The delivery of games and puzzles, which was considered
necessary to attract people to EC sites, was found to be a failure. People were coming to learn
about chocolate and Godiva and to buy not to play games. Another concept that failed was the
attempt to build the Web site to look like the physical store. It was found that different
marketing channels should look different.
If you visit Godiva.com, you will find a user-friendly place to shop. Included in its major
features are: electronic catalogs, some of which are constructed for special occasions (e.g.,
Mother’s and Father’s Days); a store locator (how to find the nearest physical store); a shopping
cart, for easy collection of items to buy; a gift selector and gift finder; custom photography of
the products for the Web site; a search engine, by products, by price, and so on; instructions of
how to shop online (take the tour); a chocolate guide that shows you exactly what is inside each
box; a place to click for live assistance, or for a paper catalog, if you wish; the ability to create
an address list for shipping gifts to your friends or employees; “My Godiva,” a personalized
place for your order history, account, order status, and so on; general content about chocolate
(e.g., recipes); and shipment and payment arrangements. Sales are both to individuals and to
corporations. For corporations, incentive programs are offered, including address lists of

11. employees or customers to whom the chocolate is to be sent directly. (This sales model is called
business-to-business-to-customers, or B2B2C). Godiva continues to add features to stay ahead
of the competition. Lately, it embarked on use of wireless technologies. For example, the store
locator is available to wireless phone users and to Palm Pilot users who can download mailing
lists for gift sending.[2]
About Godiva.com
Godiva.com is official website of Godiva chocolate Inc. which allows customers to browse and
purchase or order chocolate online Website delivers features to visitors mentioned below:
Transaction types
The B2B transactions are transactions which involves godiva.com selling chocolates and
assorted commodities to corporate entities B2C are transactions between godiva.com and
individual customers.
Special occasions offers & delivery offers
Godiva.com provides its customers with special offers on special occasions like valentines day,
fathers day etc. with Special delivery offers such as customer who purchase their products of
more than 60$ are entitled to a free delivery.
The feedback option
Website provides a feedback option to its visitors to give feedback about their chocolate,
Delivery performance and website interface website also includes option to live chat for
assistance if there is any problem faced by customer regarding any matter.
Friendly site usage
The site loads faster than most sites selling online. The site have Electronic catalogues which
gives the customer the choice to flip to various chocolates and biscuits they are offering and
for easy navigation. The site offers almost all information about chocolates and a customer can
find every information he/she needs as far is chocolates is concerned.
Boutique Locator option
The Store Locator is designed to help customers find the closest store near them. For Quality,
Value, and Service Godva.com provided this option because in some regions through online

12. delivery Godiva’s can not be delivered fully fresh, this options allows to find a store and visit
it to buy any type of fresh product by simply entering Zip Code.
Customer assistance
Godiva is as passionate about customer satisfaction as it is about making chocolate. It hold
ourselves to the highest standards. order is guaranteed to arrive in perfect condition, no matter
the weather, containing the elegant packaging and quality chocolate customers expect from
Godiva. If, for any reason, customers are not completely satisfied, simply contact Godiva.com
to return your order for a prompt replacement, refund, or exchange.
Shopping From Godiva.com
Shopping from Website is done in 3 simple steps first step includes to select a catalog further
from which customers can choose desired product these electronic catalogs can also be
downloaded in PDF. Format for offline selection the second step is about to choose delivery
address and last step is to how do customer wants to make payment(through which credit card).
Delivery procedure
Website offers two approaches for choosing your delivery. “By Shipping Method” & “By
Scheduled Delivery”. Choose the first method if you want your order to ship as soon as
possible. Choose the second method if you want to schedule a future delivery date or date
range.
The “By Shipping Method” option includes four choices:
 Standard Shipping will arrive within 5-7 business days
 2nd Day - If you place your order before 1 PM EST on Monday, Tuesday, or
Wednesday, your order will ship the same day that it is received to arrive within 2
business days. If you place your order after 1 PM EST, your order will ship the next
possible business day. Orders placed after 1pm EST on Wednesday may ship out the
following Monday for arrival on the following Wednesday.
 Next Day - If you place your order before 1 PM EST on Monday, Tuesday, Wednesday
or Thursday, your order will be shipped the same day for arrival the next day. If you
place your order after 1 PM EST, your order will ship the next possible business day.
Orders placed after 1pm EST on Thursday will ship out the following Monday for

13. arrival on Tuesday. NOTE: Due to the perishability of our product, we do not ship over
the weekends for arrival on Mondays.
 Saturday Delivery – we are pleased to offer guaranteed Saturday delivery. Orders must
be received by 1 PM EST on Friday in order to arrive the following Saturday.
The “By Scheduled Delivery” includes two primary choices: “Week Ending” and “On Exact
Date”. With “Week Ending” you may select a future arrival date up to 1-year in the future.
With this option you may select a date range only, and your order will arrive any day of the
weekly range selected, Monday-Friday. This option uses the Standard Delivery method only.
With the “On Exact Date”, we guarantee arrival on the exact date selected. Shipments with this
method will be delivered using Next Day service for weekdays, and Saturday Next Day Service
for Saturday deliveries. Godiva’s daily order cut-off is 1 PM EST. Please note, due to the
perishability of our products website do not accept delivery for Mondays.[3]
Godiva.com Business Models
Godiva.Com is using the e-commerce to operate their business. They created a website named
Godiva.Com to sell online both to individuals and to businesses. Since the beginning of year
1994, the Godiva.Com story parallels the dynamic and dramatic growth of e-commerce. They
are using business-to-consumer (B2C) of businesses serving the end customers with products
or services and commerce transactions between businesses such as between a manufacturer and
a wholesaler, or between a wholesaler and a retailer. Another than that, Godiva.Com also
provides business-to-business (B2B) in their business model. B2B is a transaction that occurs
between two companies, as opposed to a transaction involving to customer. In other word, there
is a company that provides the goods or services for another company.
The B2B2C Model By Godiva
Godiva runs a business to business to consumer model which works in the following way:
Corporations are offered an incentive programme which allows them to shop for chocolates
online and with the help of the contact list of employees or workers Godiva is able to ship
chocolate gifts to worker or customer the corporation wants to send chocolates to.
Godiva.com revenue models
The revenue model of Godiva.com is sales revenue. Sales revenue is sales of goods,
merchandise information and services provided in the publishers' websites. Godiva.com

14. created their own website and provided shipping and delivery services to shoppers who interest
with their chocolates. The sales revenue of Godiva.com is getting from the customers who
purchased their products by buying online. Godiva.Com provides different types of chocolates
for customers who buying it online. Customers are freely to choose whatever flavor they like,
whatever design, or whatever events or purposes that suit and match their choosy taste.
Godiva.com also provides an offer or discount to their customers, those purchases up to $60 or
more will entitle a free shipping delivery service. This promotion can attract more customers
to buy more to eliminate the shipping cost. This is one of the solutions to increase their sales
revenue.[4]
Godiva.com’s Ingredients for successful E-commerce revenues
Godiva recently revealed it has chosen to work with e-commerce systems integrator
eCommera, to support its online expansion plans in the UK that will augment its existing
concession stores in Harrods and John Lewis.
The luxury Belgian chocolatier will launch an online channel in the UK using the integrator’s
cloud-based technology stack, DynamicCommerce, powered by e-commerce platform
Demandware.
With a physical presence in over 80 countries worldwide and already selling online in the US,
Japan and China, Godiva needed to find a partner with the experience and technology to quickly
help it establish a local online presence.
 System offers corporate flexibility
Given its limited in-house resources and experience developing a UK online channel, Godiva
has been able to take advantage of the new, functionally rich platform to implement the benefits
of multi-ship address. This feature allows customers to ship to multiple addresses in a single
order, which is ideal for corporate gifts.
Sarah Hawkes, senior strategic merchandise manager at Godiva, stated: “We chose eCommera
as our long-term partner because they have proven experience in getting brands to market
quickly.

15. "As well as having the right technology, they worked closely with us to help set our strategy
for expansion across Europe, which was a key differentiator. We are now confident that we
have the right plans and the right technology to deliver our international growth ambitions.”
Godiva.com innovation to increase E-Commerce Revenue
Godiva Chocolatier is using Monetate, a provider of cloud-based technology for online
marketers, to improve its ability to deliver the right content and experiences to its online
customers. Through its use of Monetate’s testing, targeting and personalization suite, Godiva
is able to innovate, test and deploy functionality on its website for an improved customer
experience that increases e-commerce revenue.
“At Godiva, our customers are purchasing a feel-good item, and our primary goal has been to
deliver the right product, to the right person at the right time. Monetate has helped us realize
this goal.” Said Vice President at Godiva.com
Godiva has leveraged Montetate’s technology to run concurrent testing and optimization
campaigns, and act on the results of those tests, at a much quicker rate than it was previously
able. Recent campaign results include:
 18% conversion rate increase as a result of testing multiple product images on
product pages
 9% average order value increase as a result of shipping banner tests
 1,076% increase in email capture
Following the success of its online user experience efforts, Godiva plans to integrate Monetate
into its customer call and care center, and is strategizing placements for creative redesigns that
will allow it to continue to innovate during its platform initiatives.
Godiva.com is further planning on expanding its E-Business to maximize E-commerce revenue
as the primary mission of the company is to increase the Sales/revenue
Godiva.com Expands its E-Business with Announcement of Godiva Mobile
Godiva Chocolatier announces the introduction of Godiva Mobile, a new application that
provides access to Godiva’s best selling products, which are updated daily to keep content
fresh, on BlackBerry® smartphones. Perfect for frequent travelers and consumers that are

16. constantly on-the-go, Godiva Mobile provides solutions for those who have not had the
opportunity to plan in advance.
“Godiva Mobile gives our customers another way to order the perfect last minute gift of
chocolates, truffles and gift baskets,” said Kimberly Land, vice president of the Direct-to-
Consumer division of Godiva Chocolatier. “This is a perfect complement to our boutiques,
catalog and website. We’ve been exploring the market for several months, and believe that
mobile commerce is emerging as a truly viable fourth channel.”
Developed in partnership with Digby, (Digby is the premier mobile commerce platform
provider whose goal is to radically improve the mobile purchasing experience for consumers
around the world), Godiva Mobile was designed to overcome the inherent shortcomings of the
mobile web as a way to purchase goods and build intimate customer relationships. Godiva
Mobile is a device-resident application that includes Godiva’s best selling products and can
integrate with other applications on a BlackBerry smartphone, including the address book and
mapping applications. The result is a transformative user experience that allows consumers to
purchase products by simply scrolling and clicking.
“We couldn’t be more pleased to partner with Godiva Chocolatier on the creation of Godiva
Mobile” said Dave Sikora, CEO of Digby. “Mobile is emerging as a critical element of a
successful multi-channel sales strategy. Forward thinking retailers such as Godiva Chocolatier
who integrate mobility into their sales initiatives will be well positioned to take advantage of
the growth the mobile channel offers.”
About Godiva Mobile
Godiva Mobile provides BlackBerry smartphone users with access to Godiva’s product
catalog, which is updated daily to keep content fresh and features bestsellers and special
promotions for frequent customers. Godiva Mobile includes the following user-inspired
features:
 Quick access to Godiva Chocolatier’s most popular products.
 The ability to complete a shopping transaction in less than thirty seconds from a
BlackBerry smartphone, without having to endure the frustration of using a mobile
browser.

17.  Rich product descriptions and full-color images.
 Address book integration, which provides the ability to input shipping information with
just a few clicks.
 A “One-Touch Store-Locator” that utilizes GPS or cell-tower location to automatically
identify stores close to the user’s location. This also includes integration with
BlackBerry® Maps to provide point-to-point navigation and directions.
 Secure transactions and password protected buying.
Godiva Mobile can be downloaded from www.godiva.com/mobile from the browser on
customers BlackBerry smartphone.[5]
Godiva.com Technological infrastructure:
IBM and Godiva Chocolatier, Inc. announced that the companies have signed a services
agreement for IBM to manage Godiva's information technology (IT) infrastructure. The five
year agreement was signed on June 24, 2008.
Through this agreement, IBM will support Godiva's offices in the United States; London,
United Kingdom; Brussels, Belgium; Hong Kong, China; Tokyo, Japan; and Taipei, Taiwan as

18. well as stores in North America, Europe, Japan and the Pacific Rim. IBM will provide data
center services including support for IBM PowerSystems, Storage, service desk, security,
messaging and data network and business continuity and resiliency services.
"To support Godiva's global needs, we needed an IT partner that could help us scale our
infrastructure," said Mike Giresi, Godiva vice president, Global IT. "IBM was able to provide
a well-rounded solution that included IBM hardware, software and services into one bundled
service."
IBM's experience in migrating and managing data centers provided Godiva with a reliable and
efficient IT solution.
"IBM offers Godiva a cost-competitive, high-value solution," said Justin Dragoo, IBM vice
president, Consumer Products Industry. "Our global delivery capabilities and outsourcing
expertise will free Godiva to focus on continuing to provide excellent products to customers
around the globe." [6]
Godiva.com’s IT Infrastructure is based to support end user
Godiva Desktop Support Analysts work together as team members to deliver professional,
courteous and timely technical support to the end user in support of Godiva’s business
objectives. Analysts work with the end user to ensure that technology meets their needs for
productivity and ease of use and follows through conscientiously and on time with all new asset
and troubleshooting requests. This is to help ensure the stability of Godiva’s technology
infrastructure (network, telephones, video conferencing, printers (local and corporate), VPN,
Laptops/Desktop, hardware and software). Activities require interaction with application
software and operating systems to diagnose and resolve unique, non-recurring problems.

19. Godiva Customer RelationshipManagement:
CRM at Godiva evolved into a company-wide business strategy designed to reduce costs and
increase profitability by building and supporting customer loyalty.
CRM brings together information from all data sources within an organisation (and where
appropriate, from outside the organisation) to give one, holistic view of each customer in real
time. This allows customer-facing employees in such areas as sales, customer support and
marketing, to make quick yet informed decisions on everything from crossselling and up-
selling opportunities to target marketing strategies to competitive positioning tactics. Godiva
has developed a CRM strategy in which the physical channels (shop counter, phone/fax) are
complemented by ICT applications like dedicated website and the back-and front-office
applications integrated with intranet and extranet.
To support the strategy, Godiva has introduced suitable software applications and systems
over time. Some years ago, Godiva introduced an ERP system to run most of the business
processes and, more recently a CRM. Before the introduction of CRM, customers’ data were
stored in different locations and in many cases were entered manually, which resulted in
omissions and errors. In 2005, the firm decided to develop its own in-house CRM solution
based on flexible applications to save cost and time during
the development phase and afterward. The developments are taken in stages and are still
ongoing, so it is too early to assess impact and benefits of the whole system. However, there
are many technological components to CRM, and at the beginning of its implementation
Godiva needed a closer links with its clients and automated processes of order taking and
communication. In 2002-2003 Godiva European Division, developed the LINK Extranet
system, which links business partners1 via dedicated website (www.link.godiva.be) with
Godiva’s office in Brussels, as an integral part of an end-to-end CRM process. In 2002 -2003
the Link project was developed by the company with the help of external consultants. It cost
about 120,000 Euros and it took about one year for it to be fully operational, including
training of the customers and in house staff. It was relatively easy to convince the customers
of the benefits of electronic order placements and communication. This turned into 100%
customers using the system after nine months from the start date.
The LINK system plays an important role in the company’s CRM. For example serving as a
front office system, directly taking customer’s details and orders and then processing this data
into a back-office that fulfils and supports customer orders. This way, information about

20. customers, purchasing patterns and models come directly via LINK into company’s
CMR/ERP database. Taking into account that nearly 70% of orders in Europe comes from
Godiva’s own and franchised retailed outlets, the need and impact of linking them with an
automated and streamline process brought significant improvements of customer service and
management. The real-time link with customers also increased the possibility to develop and
deliver the right products at the right time and season (for example Christmas time,
Valentine’s Day) with production being able to respond accurately.
Before introduction of the LINK system, each customer (a retail outlet) had to send an
individual order by fax or post, sometimes using outdated order forms. This implied that the
order could arrive in bad quality and / or with bad handwriting with missing data. The details
of the order had to be then manually entered in Godiva’s ERP system for processing. Besides
being time-consuming, the process resulted in a certain amount of human error and delays in
deliveries. Today, the company receives the orders via www.link.godiva.be websites where
registered partners can log in to place and manage their orders 24/7.
The LINK application enables automated order placement and processing of real-time data
collection on customers’ behaviour. Moreover the LINK application has established an easier
and faster communication channel between the company and its partners. The application
plays an important part in the collaborative function of the CRM ensuring close contact with
customers.
Clients and partners have an access to daily updated information on products, details on
training, events and other developments. By using banners and pop-ups the reading of
important information is promoted. Profile-based information is sent to different customers,
allowing for promoting different products in the regions, for example; chocolate without
alcohol, but making possible exceptions on customer level. Then the marketing, sales and
customer service strategies are based on the data and feedback collected via LINK,
supporting the analytical function of CRM. The company saves cost and time on sending
marketing materials and ensures that the massages reach the targeted audience fast.
The LINK facilitates interactions with customers and supports co-ordination of employee
teams and channels. The system ensures immediate and personalized response to customers’
queries received via extranet making the client feel. For the company, the web collaboration
reduces customer service costs, it also improves quality by eliminating errors and delays.

21. Impact:
Nearly 100% of Godiva Europe customers are business partners (retailers). Godiva manages
the commercial relations with such partners through a tailored solution, by linking them with
the company via LINK extranet. LINK has been the step-stone towards CRM. The automatic
processing of orders and other communication automatically feeds the database, which
comprises individual accounts that store information about single customer’s activities. That
creates the base for further development of CRM. The LINK project has brought the
following improvements of business processes at Godiva:
 Complete and up-to date customers’ orders and queries in digital form, directly linked
with the ERP, imply no more need for manual re-entry, therefore reduced number of
errors, speedier and more accurate deliveries.
 Inventory management and logistics improved, with better central management of all
orders.
 Automated order-flow, resulting in employees liberated time for providing more and
better customer service.
 Accurate and up-to date data warehouse with increase market knowledge.
 Delivering real time customer feedback that helps product development.
 Valued source of gathering market intelligence.
 Improvement of the company image through personalised services, efficient deliveries
and better relationships with its partners.
 Communication with partners streamlined.
 Enhanced customer visibility by providing a full view of activities on each customer
account.
LINK and the computerization of orders processing was designed not only to improve and
speed up the processes within the company but also to add value to customers by providing:
 Easier and faster communication channel between the company and its partners;
 Easier order placement, with 24/7 access to manage orders in an intelligent format
management and tracking with a possibility to change the order anytime and access
the invoice information;

22.  Order status and dispatch information tracking;
 Up-to-date detailed information on products, manuals-on line;
 Direct communication platform to Godiva.
Godiva.com web marketing
With more than 74% of the U.S. population engaged in using social media, companies are
beginning to realize that they need to understand this phenomenon and get into the
conversation.
Those once perfectly formulated and broad-based marketing messages have become much
more individualized: It’s no longer shouting at customers, but talking with them one to one in
Social Media (Blogs, Facebook, Twitter and eMail Marketing Blasts) asking questions and
using their responses to cultivate even more relevant dialog and marketing strategy.
Here’s a chart showing ranking of some world’s top brands on world’s top social media
websites observe the Godiva’s number in the chart:
Using Social Media Godiva Chocolates is gaining double-digit growth in these economic
conditions. How Godiva.com is doing it?:

23.  Godiva developed a marketing strategy to engage in Social Media to build deeper
relationships with their customers. Godiva knows its customers well, especially its
primary target customer, who it calls (not surprisingly) Lady Godiva. The chocolatier
knows not only basics like customers’ spending patterns (e.g., customers who purchase
in one category versus several) and demographics (75 percent are over age 32, 60
percent have children, 85 percent graduated college, etc.), but also psychographics like
they’re “busy but content” and they “love to indulge yet are health conscious” and they
“consider themselves generous and giving.”
 Godiva finds, gathers, tests and measures data effectively resulting in superior
accountability. In June the company’s year-to-date sales had increased 19 percent
globally and 12 percent in North America, according to Mahender Nathan, vice
president, direct, for Godiva. The reason for this growth, in my opinion: is
communication through Social Media (Facebook & Twitter) and listening to customer-
driven innovation.
 Godiva leverages the data obtained in social media networks and uses it to cultivate
relationships with their customers. Additionally, the company gathers unsolicited
feedback on Social Media and listens to customers’ conversations online. And for every
insight gleaned, customers give Godiva one they didn’t know to ask. As a result, Godiva
has introduced several products with resounding success, including its Gems, limited
edition truffles, and beverages. “New products have been largely successful because
we get customer input early in the development process,” the CEO of Godiva said.
“And because we ask customers what they want on Social Media.”
 Godiva built relationships with their customers and leveraged it within their Social
Media networks.
 Godiva makes special offers relevant to their customer base. Having that depth of
insight helps the company know who and what to ask when conducting new product
research via Social Media. Godiva taps its customers for ideas and feedback through
several channels, including an invitation-only online community. Godiva asks specific
questions on Facebook and Twitter about products, like flavor preferences and input on
product ideas, as well as lifestyle-related questions about topics like entertaining.
Additionally, the company gathers unsolicited feedback on Social Media and listens to

24. customers’ conversations online. “For every insight we glean, customers give us one we didn’t
know to ask,” Vice president at Godiva.com said. As a result, Godiva has introduced several
products with resounding success, including its Gems, limited edition truffles, and beverages.
“New products have been largely successful because we get customer input early in the
development process,” Nathan said. “And because we ask customers what they want.”[7]
Godiva’s web server Hardware and software:
Godiva’s systems run on an IBM i Series, p Series and Microsoft servers. Godiva.com when
launched was registered by CSC CORPORATE DOMAINS, INC. under two servers Names
are Server1: DNS1.CSCDNS.NET, Server2:DNS2.CSCDNS.NET, Currently Godiva.com is
hosted From Burlington, Massachusetts, united states-01803 Location’s Map is shown below:
Godiva.com Security Techniques & Issues:
To describe the privacy and security techniques used by Godiva.com its better to review their
policies in their own words.
This website is owned and operated by Godiva Chocolatier, Inc. Godiva recognizes the
importance of maintaining the privacy of our customers, registered account holders and loyalty
club members and other website users . We have posted this privacy policy to describe our
practices regarding the collection and use of information from Users.
Policies were last amended on 7/1/13. We may update these Policies from time to time, so we
invite you to review this page periodically. When we make changes, we may send an e-mail to
you or notify you the next time you log-in, and we will post the updated Policies on this web

25. page. All changes will go into effect on the date that is listed in our Policies. The new Policies
will apply to all past and current users of Godiva.com and will replace any prior Policies. By
using this website, you consent to the terms of this Policies.
Godiva’s privacy and customer security issues:
On and foremost issue in Godiva’s security system is that beside all the efforts Godiva’s
security administrator perform to keep the member’s personal data (Credit card number’s ,
order history , delivery addresses) confidential , Godiva.com do not guarantee the 100%
security of information provided toothier webpage on the internet thus Godiva.com has clearly
stated the customer’s submits their personal data on Godiva’s webpage on their own risk , In
Godiva.com own words:
“Godiva takes your privacy and security seriously. For this reason we work to establish
technical, administrative, and physical security measures to protect against unauthorized access
or use of personal information. We cannot, however, guarantee the security of any information
you send to us and you do so at your own risk.”
Members are responsible for maintaining the confidentiality of their password and account.
Members are responsible for activities that occur under their account and should immediately
notify Godiva of any unauthorized use of their account.”[8]
This issue in their security and privacy system can effect Godiva’s online sale greatly as
customer hesitates to submit important Credit information on Godiva’s webpage to shop online.
Godiva’s privacy policy:
Following are the Disclosures about the Godiva.com privacy policy in which use of collected
information and reasons are clearly mentioned:
What information we collect:
We collect the following information about you in various ways, including when you register
an account, enroll in a loyalty card club, make purchases, and when you visit our website or
social media sites:
 If you choose to become a Member, we collect your name, address, phone number,
email address, username, password, and birth date. We also collect the names,

26. addresses, and phone numbers of those persons whom you add to your personal address
book as a Member.
 If you shop with us via Godiva.com, we collect the following information about you:
name, address, phone number, email address, billing information including credit card
number and expiration date as well as the names, addresses and phone numbers of gift
recipients (if any). We use your name, address, phone number, billing
information/credit card information to process your order or as otherwise described in
this Policy.
 If you visit our Facebook, Twitter, Instagram, or other social media pages, we may
collect information you submit or make publicly available.
 We also collect any information you submit to us when you participate in our
promotions, contests, and sweepstakes.
 We also collect information automatically using technology when you visit our website
or social media pages or when you open one of our e-mails.
How we use information we collect:
We use the information you supply for the purpose of providing the services you have requested
and as described in this Policy. The email address you provide is used for internal purposes,
such as confirming and tracking your order. In addition, Godiva may contact you via email or
regular mail to keep you up-to-date on the latest Godiva.com news or to send you our latest
catalog. Also, we may rent, share, sell or exchange your email or postal address with third
parties, who may contact you regarding their products or services that we think may be of
interest to you. If you would like to opt out of receiving mailings from Godiva or our third
parties, please visit Communication Preferences. Additionally, gift recipients may, from time
to time, receive our latest catalog as well as offers from us regarding new products and services
that we think may be of interest to them. We work with a third party service provider, who uses
information collected automatically through technology to help us better understand how you
use Godiva.com. The information this third party service provider collects, such as which
search engine referred you to Godiva.com and how you navigated around our website, will
help us to better serve you and provide you with more personalized information and product
offerings. We may share your information, including your name, address, email address, as
well as a record of any transactions you conduct on our website or offline with us with a third-

27. party advertising partner and its service providers in order to deliver to you banner
advertisements and other advertising tailored to your interests when you visit certain websites.
Our advertising partner will make the data we provide to it anonymous. To learn more about
the use of this information or choose not to have this information used by our third-party
advertising partner by opting out please visit the Network Advertising Initiative.
In certain instances we may disclose your personally identifiable information when we have
reason to believe that it is necessary to enforce this Policy, the terms of use that govern
Godiva.com, to otherwise manage our business, or to bring legal action against persons or
entities who may be causing injury to you, Godiva or others. We may also disclose your
personally identifiable information when we believe the law requires it. In the event of a
merger, consolidation or sale or transfer of our company or its assets, it is possible that User
information collected will be transferred to the purchaser or the new company.
Cookies, Web Beacons And JavaScript:
Godiva uses automatic tracking technologies, including "cookies" and clear gifs (or “web
beacons”). These small files are sent to your browser from a web server and stored on your
computer's hard drive. Godiva, and service providers acting on our behalf, may place cookies
and web beacons on your computer for the purpose of understanding how Users utilize
Godiva.com, to track purchases and other website information, and to help measure the
effectiveness of our marketing and promotional campaigns. Web beacons may be used to
provide data to third parties for tracking purposes. Cookies also allow Members to save time
during checkout in return visits. We may also use our own cookies to provide you with
enhanced online display advertising tailored to your interests. To opt out of advertising
provided by Godiva. Most web browsers automatically accept cookies, but they should also
allow you to instruct your browser to prevent the use of cookies. You may use the Help feature
on your browser to find information on how to manage, restrict, or prevent the use of cookies.
Please note that if you disable cookies certain aspects of Godiva.com will not function properly,
such as the shopping bag. We also use "web beacons" in our HTML-based emails to let us
know which emails have been opened by recipients. This allows us to track the effectiveness
of certain communications as well as the effectiveness of our marketing campaigns. If you
would like to opt-out of these emails you can do so via our Communication Preferences page.
Note that if you delete your cookies, use a different browser, or buy a new computer, you will

28. need to renew your opt-out choice.
“Users must have JavaScript enabled in order for Godiva.com to function properly.”
Sweepstakes/Promotions:
Godiva.com sometimes includes notices of sweepstakes or other promotions we are
conducting, and we may permit you to enter electronically in some cases. If that occurs, we
will use the information you provide for the purpose of conducting the promotion (e.g., to
contact you if you're a winner) and for any other purpose for which we might use information
about you collected through this website. In the promotions sponsored by third parties,
information you submit to enter those promotions may be shared with the third-party sponsor
and then used by the sponsor in accordance with any contest rules and its privacy policy.
Market research:
From time to time, Godiva may also contact you via email, postal mail, text message, or phone
to conduct questionnaires and surveys. Survey information is treated like all of the information
we collect.
Access to / and choices about your information:
You may choose to: (1) stop receiving promotional materials by mail, phone, or email; (2)
update or correct your personal information; and (3) cancel your Loyalty Membership; or (4)
disable your account. To carry out any of these choices:
• A Member can access, review and/or correct all of their personally identifiable information
that was provided to us online by logging into their Account and accessing the My Profile
section.
• If a Member wishes to have their account disabled, the Member can send an email with this
request to letters@godiva.com. Please include your name, the email address associated with
the account and the following message: “I would like to disable my GODIVA.com website
account.”
• You may unsubscribe from marketing emails from us by visiting the Communication

29. Preferences page.
• You may unsubscribe from our mail order catalog or other Godiva mailings to your postal
address by visiting the Catalog Unsubscribe page. Please note that removal from our postal
lists may take up to 6 to 8 weeks to be effective.
• You may send us an email at letters@godiva.com or write to us at Customer Care, Godiva
Chocolatier, Inc., 139 Mill Rock Road East, Old Say brook, CT 06475. Please include your
current contact information, the information you are interested in accessing, and your requested
changes. We will make the changes you request or provide an explanation of what actions we
will be able to make in response to your request.
Live customer service assistance:
Godiva offers Users live customer service assistance. Information you provide during a call
may be used to assist with your inquiry, as well as for any purpose permitted under the Policy.
Calls may be recorded for quality assurance and training purposes.
Third Party Service Providers:
Godiva sometimes employs other companies and individuals to perform services for us. For
example, we hire agencies to help administer consumer promotions, to analyze data, to fulfill
orders you place, and to provide customer service. We may share your personally identifiable
information with these parties, who have agreed to hold this information in confidence, not use
it for any purpose except to carry out the requested service, and honor Godiva's privacy and
security policies in the way this information is handled.
Security:
Godiva takes your privacy and security seriously. For this reason we work to establish
technical, administrative, and physical security measures to protect against unauthorized access
or use of personal information. We cannot, however, guarantee the security of any information
you send to us and you do so at your own risk.
Members are responsible for maintaining the confidentiality of their password and account.

30. Members are responsible for activities that occur under their account and should immediately
notify Godiva of any unauthorized use of their account.
Other Sites:
This website may contain links to websites operated by other companies. Godiva is not
responsible for the policies and practices of those third party sites. You should check the
applicable privacy policies of the other sites you visit.
Contacting Godiva.com:
If you have any questions about our Policy, you can e-mail us at letters@godiva.com or contact
us by mail at Godiva Chocolatier, Inc., 139 Mill Rock Road East, Old Say brook, CT 06475.
We'll be happy to answer your questions or hear your concerns.[9]
Payment system for online shopping from Godiva.com:
Shopping From Godiva.com is done in three steps firstly customer chooses the item they want
to order then they Give the address to where order is to be delivered (Godiva.com gives the
customers services to delivery to multiple addresses) the billing/Payment section is the second
step of shopping from Godiva.com.
Payment is made with credit card Godiva.com accepts Payments From Following credit
cards:

31. Payment Mode other then these credit card is not Supported while shopping from Godiva.com.
The online shopping option is only available to American users from Godiva.com for other
customers around world Godiva has provided different Domain names According to region if
Customer are in region other then U.S.A then there is a Option on website named CHANGE
REGION Customer can change region from there and sop online.
Shopping from Godiva.com it is important to know that because of the freshness perishability
or freshness issues of their product Godiva.com Does not ship orders outside of U.S. Different
region’s website Portals Provide different shipping policies.[10]

32. REFERENCES:
[1] - http://www.fundinguniverse.com/company-histories/godiva-chocolatier-inc-history
[2] - The Web Revolution Part II Chapter 4
[3] - http://www.godiva.com/shipping-information/Shipping-Info.html
[4] - http://www.studymode.com/essays/Godiva-1597102.html
[5] - http://www.prnewswire.com/news-releases/godiva-chocolatier-gives-customers-the-
ability-to-purchase-anytime-anywhere-with-godiva-mobile-57554462.html
[6] - https://www-03.ibm.com/press/us/en/pressrelease/25086.wss
[7] - http://www.sosemarketing.com/2011/08/17/sos-e-marketing-godiva-chocolates-gaining-
double-digit-growth-despite-economic-conditions/
[8] - http://www.godiva.com/privacy-policy/privacyPolicy.html
[9] - http://www.godiva.com/privacy-policy/privacyPolicy.html
[10] - https://www.godiva.com/on/demandware.store/Sites-Godiva-Site/default/Cart-
Show/C1816635862

33. Project by : Salar Arif
Associates Degree (Accounting &
Finance) Semester-III
University of central Punjab Lahore ,
Pakistan.