Hotel Chocolat – Black Friday 2019

When the very first Hotel Chocolat shop opened its doors to guests in North London in 2004, it was the start of a revolution in British chocolate. Two entrepreneurs, Angus Thirlwell and Peter Harris, were on a mission to make chocolate exciting again.

Your Title Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Click Here


Smarter Click are the leading experts in optimising customer conversions, helping our clients unlock the potential of their audience through seamless, personalised engagement tools. Our cutting edge services are unparalleled – helping drive deep engagement with over 90% of unconverted site visitors, every day.

Our goal is to help our clients grow consistently through engaging the audience they already have; leveraging the reach and potential of every individual. Perfectly timed brand-aligned prompts and messages turn customer journeys into success stories.

The Strategy

The HC team worked closely with the SMC team throughout October and November with the aim to focus on maximising conversions on Hotel Chocolat’s busiest day of the year (Black Friday) whilst also maximising basket values. It was predicted that traffic to the site would be triple the ordinary traffic levels and as such there was a lot of pressure to ensure conversion rates were optimised.

The Tactics

Throughout October and November, the team tested various messaging and offers with the users coming to the site and optimised campaigns to understand what engaged with the audience the best, but also encouraged users to increase AOV. This ensured that by the week of Black Friday we were all confident on the optimal design:

Utilising our statistics on audience behaviour, we were able to identify the users based on their behaviours and journey to and through the site and target using machine learning to identify the optimal point to engage with users.

The Results:


in revenue driven in one day


conversion rate


increase in AOV


increase in Engagement

The Learnings


By working with Smarter Click, Hotel Chocolat were able to engage with relevant users at the right time with the most effective message.

Utilising relevant messaging to a targeted audience, the results far out performed industry averages in their sector and drove a 62% year on year increase for the channel.

Get in touch to book your demo now