Prospecting: Godiva Sweetens its Valentine’s Day Deals With Social Media Insight

Godiva's goal in consulting its community of fans was to gain insight into consumers' purchasing behaviors for the holiday. What it learned surprised the retailer, and provided the blueprint for its Valentine's Day product offerings. Particularly surprising to Godiva was the developing trend of "platonic gifting" 
occurring on Valentine's Day. Consumers are more frequently shopping for friends and family — in addition to their loved one — for the February holiday.