We helped Godiva evolve their loyalty program for retail expansion in Japan

Godiva is a global premium chocolate brand. Roughly 30% of Godiva's stores — over 250 brick-and-mortar locations — sit in Japan. With planned channel expansion into department stores and e-commerce on the horizon, leadership saw a unique opening to upgrade the Godiva loyalty program to support the new footprint, and asked Ellipsis to run a deep-dive program evaluation.

We initiated a data-led loyalty program review using Return on Loyalty®, our proprietary measurement methodology. The analysis covered value distribution across the member base, day-to-day program operations, and redemption performance. From the diagnostic, the loyalty consulting team built recommendations spanning Operations, Marketing and Program Design, plus a parallel set of quick-win actions the in-country team could roll out before the broader strategic plays.

Boutique-level education and member engagement plans rolled out to sales and marketing teams across Japan. After the quick-win plans went live, Godiva saw meaningful improvements in scan rate, registration rate and contactability rate — three of the operational metrics that compound into long-term program performance.