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Why? Godiva Launches Mobile App
Godiva Chocolatier is announcing the launch of their mobile application today. This is very exciting. Imagine sitting in a park with your loved one, deciding you have a chocolate craving and being able to jump onto the Godiva mobile site and in 7-10 days your chocolate arrives. By then, your craving is gone.
Apparently the application only works on Blackberry devices (hello iPhone/Windows Mobile?) but does feature large product images and descriptions. I just don’t see the need to purchase chocolate on a mobile.
There is one part of the application that makes sense – a Godiva store locator that uses GPS to locate you and the store nearest to you. Now if the mobile application tied into the local store and allowed me to order locally and have the order delivered to me, that’d be hot.
I wonder which bright spark thought this was good money to spend. I bet they get 50 installs max.
Unless it was expensive for them, this seems like a good idea. Even if they only get 50 installs, they can still generate enough brand buzz of the ‘we’re everywhere for you’ sort. They may or may not offer other options later (same day delivery, I wouldn’t recommend they try that outside of Manhattan, and only around gift holidays. Now that I think of it, they should do this around holidays). The best thing about this is: if you’re a fan of Godiva, now you have their ‘choco-porn’ on your phone and in your pocket at all times. It probably won’t garner new Godiva fans, but for those who are fans of the brand and like to communicate this way, it strengthens their ties to the brand. I know because I have a couple apps on my iPhone and I totally geek out for, and after all is said and done it seems they’ve only tied me closer to the respective brand or thing. An example of preaching to the choir as a good thing.