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Charbonnel et Walker leaves no channel behind for Valentine’s Day marketing

February 9, 2012

Charonnel's Swarovski box

London-based chocolatier Charbonnel et Walker has partnered with crystal brand Swarovski on a special-edition St. Valentine’s gift and is tapping all platforms including in-store, social media and email to spread the news.

The label has created holiday-themed window displays and created a 10-piece holiday collection to help drive gift-searchers in-store. In addition, Charbonnel is encouraging consumers to shop its ecommerce store through social media posts and email blasts featuring the limited-time collection.

“Valentine’s Day has been an important day for Charbonnel et Walker [since] our products are so giftable and make the perfect token of care and affection to a loved one,” said Victoria Leadbitter, public relations and marketing manager at Charbonnel et Walker, London.

“Swarovski is a wonderful luxury brand with a true history and heritage which aligns with our own,” she said. “They are experts in their craft and we are honored to display their crystals on our packaging.”

Glittering partner
Charbonnel worked with Swarovski to redesign its Pink Marc de Champagne Truffle package just in time for Valentine’s Day.

The iconic round, light-pink box is currently available with rows of Swarovski crystals studs in pink and gold bordering the outer rim.

The middle of the circle features the Charbonnel et Walker name and the product description in metallic gold.

The two brands also worked together last year for a Pinc Marc de Champagne truffle box that was exclusively available at luxury department store Harrods.

However, consumers can now buy the chocolates directly from Charbonnel.

Swarovski’s Pink Marc de Champagne Truffles retail for about $80.

Charbonnel sent out an email blast to its newsletter subscribers to announce the partnership and encourage them to buy either in-store or online.

Charbonnel's Web post for its email blast

The email contained links to both the brand’s store locator and its ecommerce store.

Additionally, Charbonnel has been pushing the Swarovski box through numerous posts on its Facebook and Twitter accounts.

In fact, the chocolate label posts a direct link to its email blasts, allowing non-newsletter subscribers to view the message and sign up to receive the emails themselves.

Sweet spot
Charbonnel puts a great deal of effort into providing a seamless cross-channel experience and is often promoting its products on multiple platforms.

The chocolate brand has designed a special Valentine’s Day gift collection tab on its Web site that features 10 holiday-themed items.

For example, Charbonnel is also offering a Vintage Collection Heart, a fine dark chocolate selection heart and a milk chocolate selection heart.

Additionally, it has put together a Pink Celebration Hamper that includes some of Charbonnel’s best-selling chocolates in pink wrapping. There is also a Champagne and truffle package.

The Valentine’s Day items start around $18 and go as high as $135.

In addition to the Web site tab, Charbonnel has been pushing all of the holiday-themed products on its social media pages.

Charbonnel's Valentine's Day facebook album

However, Charbonnel is not looking to just increase ecommerce sales. It has also been promoting the chocolates through window displays and various gift guides.

For example, the Valentine’s Day Vintage Heart product was recently featured in Hearst’s Marie Claire magazine holiday gift guide.

Charbonnel's Vintage Heart in Marie Claire's gift guide

Additionally, the brand has set-up specially-themed window displays in London to entice local passers-by to come inside and pick up a Valentine’s Day present.

This will likely be appreciated by consumers, particularly those who may have forgotten about the holiday until they walked past the storefront.

“We are a multichannel retailer, and I wouldn’t say one platform is more important than another,” Ms. Leadbitter said.

“What is most important is that all of our channels are integrated and aligned and customers can experience the same messages through all touch points with us,” she said.

Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.