Hotel Chocolat's Chocolate Tasting Event is Branded as a 'Lock-In'
Laura McQuarrie — February 23, 2017 — Marketing
References: blog.hotelchocolat & eventmagazine
There are many confectionery brands that hold chocolate tasting events for the public, but Hotel Chocolat is experimenting with a new kind of experience that puts a spotlight on exclusivity.
Hotel Chocolat's 45-minute chocolate tasting events are held after a store's closing hours, and as such, are branded as 'Chocolate Lock-Ins.' Those who attend one of these tastings will be treated like a VIP with a glass of Prosecco and a Secret Card, which gives access to £10 off any purchases made in-store the night of the event. Those on the outside of the event will see a "do not disturb" sign on street level.
As Hotel Chocolat describes, the Chocolate Lock-Ins explore different themes weekly, such as chocolate made with some of the planet's rarest cocoa or herbal infusions.
Hotel Chocolat's 45-minute chocolate tasting events are held after a store's closing hours, and as such, are branded as 'Chocolate Lock-Ins.' Those who attend one of these tastings will be treated like a VIP with a glass of Prosecco and a Secret Card, which gives access to £10 off any purchases made in-store the night of the event. Those on the outside of the event will see a "do not disturb" sign on street level.
As Hotel Chocolat describes, the Chocolate Lock-Ins explore different themes weekly, such as chocolate made with some of the planet's rarest cocoa or herbal infusions.
Trend Themes
1. Exclusivity-focused Events - Brands can create unique and exclusive experiences for their customers by organizing after-hours events.
2. Theme-based Tastings - Weekly themed tasting events can keep customers engaged and coming back for new flavors and experiences.
3. In-store Benefits - Providing special discounts or rewards during the event can incentivize customers to make purchases in-store.
Industry Implications
1. Confectionery - Confectionery brands can use after-hours tastings to create a memorable and exclusive experience for chocolate enthusiasts and potentially increase sales.
2. Hospitality - Hotels and other hospitality establishments can leverage the concept of 'lock-ins' to host unique events and attract guests looking for exclusive experiences.
3. Retail - Retailers can adopt the idea of after-hours tasting events to provide a special and personalized shopping experience for customers, ultimately driving foot traffic and sales.
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