Reaching customers and ensuring their loyalty
The “channels” box of the Business Model Canvas is broad in scope. They bring the customer and the offer together before, during and after the sale. For example, the communication, distribution, services and other channels. You will find out how you can reach your customers via the Internet and, particularly, through social networks and e-commerce.
Social networks
According to VLAM1, 80% of Belgians have Internet access and 70% use at least one social network. The average Belgian has three social network accounts. The importance of these social media and of good online communication shouldn’t be underestimated.
They provide the opportunity to tell your story and set up your own marketing plan. Talk about your experience, career, goals, the creative process for the pralines. Using words like authentic, hand crafted, sustainable and fair trade will very likely have a positive impact on consumers.
Until recently, chocolatiers relied to a large extent on word of mouth to promote their chocolates. Aware of the growing importance of the new media, they are increasingly using the social networks, although it isn’t always easy to spend enough time on them. They must sometimes rely on the people close to them to take care of communication and social networks. Others use outside companies to handle these aspects, aware that it is a full-time job.
“I use Facebook a lot for my Neuhaus and Lindt shops. It’s important to create emotion. A consumer created a TripAdvisor page for my shop on Rue du Luxembourg”. V. Goossens
Discover how to use the different social networks in the document below (in french)2:
(1)Vlaams Centrum Voor Agro-&Visserijmarketing
(2) Document from Chocolaterie Magazine (2017)
e-commerce
As you have seen above, social networks are an ideal channel for chocolatiers to communicate with their customers. Consumers are always online, everywhere and at all times. The Internet is an important source of information, but also a goldmine for purchasing.
Online shopping is becoming a habit for more and more Belgians and, as a result, the number of online stores continues to increase. Food, and even pralines, have not been left behind:
In any event, while several chocolatiers are already using this sales method, many haven’t yet created their online sales tool. This is often due to a lack of staff, but also to a major concern: How to deliver without loss of quality?
It’s also important to remember that chocolate lovers like to see the product, smell it, and feel the packaging, even more so when it’s for a gift.
