Chocolate Builds Customer Loyalty


Share on LinkedIn

Danilin image from

Chocolates image provided by Danilin from

Are you reaching for a chocolate bar before you even read this article? C’mon!

Chocolate is irresistible to many and a big business around the world. Just thinking about it makes some people salivate.

Chocolate has molded its way into the corporate gifts market in a very big way. Millions of dollars are spent each year in chocolate delectables for customers. I’ve seen logos, coffee mugs, mousepads, coins, maps, motorcycles, Beagles and computers made from chocolate and sent as gifts to customers. Anything can be made out of chocolate!

I’ve often wondered if those in Marketing Departments are selecting chocolate gifts for customers hoping there will be leftovers. I know I would!

Seriously now, do those chocolate gifts contribute to customer retention? I will make a wild guess that they do help a bit. I’d love to see data from a company who can verify that their chocolate gift giving has really made improvements to their customer loyalty rates. That would be delicious research.

I will also make a wild guess that the customer loyalty lasts only as long as the sugary treat lasts. Once that brown sugared Beagle is devoured, there goes the customer loyalty. Does that mean customers are unappreciative or have short memories? Well, it might, however, I think it really means that the goodies have a short shelf life (is that a pun?) with the customers. Once the chocolate is digested, a competitor could entice them with something better, say, like superb customer service or better relationships with the sales team or inclusion in the product improvement specs.

As long as your marketing department understands the limitations the lovely and delicious chocolates have with your customers and their loyalty, I encourage you to dispatch chocolates with the expectation that you will make your customers happy but not necessarily more loyal. I’d be happy to test out the theory. Send all chocolates to my address and I’ll report back immediately on my level of happiness and loyalty.

I’m just saying…

Darcie Davis
A career focused on finding the factors that inspire customer/client retention was shaped from, often naively, relentlessly asking questions. I am the founder of HUDDLE Sessions for Women which offer pop-up advisory boards.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here