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Address capture enhances Hotel Chocolat conversion

By Retail Technology | Thursday October 10 2013

New website for luxury chocolatier uses address finding technology to improve the checkout process as part of its global digital strategy

Hotel Chocolat, the luxury chocolatier and cocoa grower, chose Capture+ from Postcode Anywhere for its online check-out address finder on its new website. The company saw an increase in sales conversions and improved quality of its database following the implementation of the new software.

The company has recently launched its new website, a global digital platform, which for the first time promotes its full portfolio of chocolate products, boutique St.Lucian hotel and Cocoa Juvenate beauty products all in one place. To coincide with the launch, the company chose Postcode Anywhere’s new international validation service, Capture+ to help streamline the checkout process. 

Predictive type provides intuitive process

Instead of the traditional method of searching for an address by typing in a postcode at the point of checkout, Capture+ allows users to type in the first line of an address and the software will provide addresses matching that first line to choose from. Similar to predictive typing in a search engine, the application predicts what the user is searching for and changes accordingly as they continue to type.

Matthew Keys, digital marketing manager from Hotel Chocolat, said: “The way that Capture+ works is a more intuitive solution to the traditional postcode look-up process. Everyone knows their own postcode but they may not be sure of a friend or relative’s address, quite often relying on one key piece of information such as the house name or number. 

“The fact that it has the capability of working over a wide-range of geographic territories is also important as we now have a growing market presence in the in the US and continental Europe.”

Improved conversion and service

Keys continued: “A key priority for us was to ensure that all customer, gift recipient and prospect contact data captured was accurate, clean and up-to-date. It’s crucial to populate web forms with accurate delivery address details to ensure we meet customer expectations and deliver on our promise of 100% happiness guaranteed.  

“Initial results show that sales conversion rates throughout each step of the basket funnel have improved by 19%,”’ he reported. “Our delivery success rates remain high and the quality of data within our database has clearly improved.

“The overwhelming consensus from independent usability studies has been very positive with the address finder praised for being particularly easy to use. Everyone seems to love our new site and the new addressing solution,” concluded Keys.

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