Godiva’s corporate business spans multiple industries, including automotive, legal, financial, retail, technology, and pharmaceutical. In 2014, the 90-year-old Belgian chocolatier decided to leverage Commerce Cloud’s B2B capabilities to deliver a more tailored experience to its corporate clients, resulting in the successful launch of 78 microsites and an ambitious corporate gifting plan.
Godiva’s decision to invest in its online buying capabilities was inspired by the tremendous growth of B2B digital commerce in the U.S. over the past few years. According to one research firm, the B2B market is expected to top $1 trillion by 2020. This growth is driven mostly by a shift in buying behavior, as corporate executives gain access to the same easy-to-use, intuitive online shopping experience that B2C consumers enjoy.
For Godiva, extending the B2B capabilities of its existing commerce platform made sense, as the company can leverage the source code, changes, and customizations made to its primary B2C site. That’s a key benefit, considering the small size of its team.
While corporate clients appreciate the ability to place large, sometimes complex, orders directly, Godiva acknowledges it has had to invest time training its clients, particularly on batch uploading. The company (which, as a private enterprise, does not disclose sales or growth figures) plans to refine and expand its B2B program well into the future.