Branding: The Multichannel Shopper
How well do three food merchants cross channels?
The Web Site and E-Mail: One fault is that its Web site and e-mails use a different sans serif display font than the print catalog. This decision prevents uncontrolled font substitutions in the electronic media, so this font variation is a necessary evil.
Apart from that, Godiva’s Web site presents the company consistently and confidently. Catalog requests are easy, and if you can’t wait for your Godiva fix, the store locator identifies both its branded boutiques and other retail outlets that carry Godiva’s chocolates. At the Oak Park Mall in Overland Park, Kan., you can get Godiva chocolate at three separate locations, making its brand discipline even more impressive.
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