This September, Hotel Chocolat will open its first bakery concessions as part of its store investment plans. An exclusive case study in the SubscriptionX 2024 report looks at how the chocolatier and cocoa grower has carved a sweet slice for itself in the chocolate industry by combining premium ingredients, innovative flavours and sustainable practices.
In recent years, the company has embraced subscription-based services as a key component of its business strategy, offering customers a convenient and personalised way to experience luxury chocolates on a recurring basis.
Sweet success
Hotel Chocolat now has 126 stores, as well as cafés, restaurants, outlets and factory stores. There are more than 40 stores in Japan, and a luxury eco-hotel on a working cacao farm in the Caribbean.
The company introduced its subscription programme, known as The Velvetiser Subscription, in November 2018. The subscription is designed for the Hotel Chocolat Velvetiser machine, an in-home barista-grade drinking chocolate machine, and comprises a range of subscription options, including monthly chocolate boxes, curated tasting experiences and seasonal collections.
Hotel Chocolat allows subscribers to customise their orders based on flavour preferences, dietary restrictions and gifting needs. These flexible subscription plans ensure a frictionless experience for customers.
Other initiatives employed by the company include the Whoosh! Instant Gifts by Text scheme, allowing guests to order gifts using a mobile number, no address required (the recipient is free to organise delivery at a time and place to suit them) and, in 2023, the Chocolate Love Match, allowing customers to pair chocolates with different drinks, through specially curated tasting events, gift sets, or experiences.
An exclusive think-tank, on 09 October 2024, will explore how leading subscription businesses and challenger brands are focussing on retention as a key driver of growth, using a data-driven approach to define and refine their strategy, and creating exceptional subscriber experiences to increase customer lifetime value.
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