Godiva launches integrated online strategy with Range Online Media
Godiva Chocolatier has selected Range Online Media to work with the chocolate and gourmet gift company on an integrated online strategy consisting of paid search, search engine optimization and media services.
“We have really great ideas on how we want to build a cohesive plan and look at how all the media work together, said Misty Locke, co-founder and president of Range Online Media. “Together, we're really going to elevate their search and online media.”
Before working with Range, Godiva managed its paid search in-house and outsourced its search engine optimization, Locke explained. She added that Range expects to have a kickoff meeting with Godiva on June 25. “We've already started transitioning all of the campaigns,” she said.
Although Locke could not comment on specific marketing plans for the chocolate company, she spoke generally of the challenges luxury retailers face.
“Luxury marketers tend to have a very loyal customer base so when you're trying to expand a brand and get new customers I think that's a challenge for most luxury retailers,” Locke said. “So you have to be very strategic about acquiring new customers and not watering down your brand.”
Range's other luxury clients include Neiman Marcus Direct, Hermes of Paris and Burberry.
Godiva did not respond to a request for comment by press time. However, in a statement, Beth Sash, business director, e-commerce and direct marketing for Godiva Chocolatier said, “Aligning with Range Online Media and utilizing their understanding of our unique marketplace is a natural fit as we seek to further expand our online presence and our base of customer loyalists.”
Founded in Brussels, Belgium, Godiva Chocolatier consists of about 450 boutiques and shops across the globe, according to the company Web site.