Forging Sweet Success
It’s 2020. A family-owned chocolate manufacturer with 84 years of heritage faces a pivotal moment of their business transformation. For Gertrude Hawk Chocolates, serving customers across dozens of brick-and-mortar locations in three states wasn’t enough anymore – the digital revolution was calling.
The Challenge
The transformation yielded impressive results across all areas of the business, demonstrating the power of strategic modernization combined with respect for heritage.
Go to the Impact ReportIn a competitive digital marketplace, Gertrude Hawk Chocolates faced the challenge of modernizing operations while preserving a legacy of high-quality chocolate. Their existing systems and processes, while functional for traditional retail, weren’t equipped to meet the demands of modern e-commerce and multi-channel sales.
Key challenges included:
- Unify retail, wholesale, and fundraising operations
- Modernize e-commerce capabilities
- Maintain their long-standing brand identity
- Drive growth across all business channels
"Our legacy system wasn't keeping pace with modern customer expectations. We needed a strategic partner who could help us preserve our heritage while embracing digital innovation."
— Patrick Hawk, CEO of Gertrude Hawk Chocolates
Together, We Forged Ahead
Our approach was centered on creating a full-scale digital transformation strategy that would touch every aspect of Gertrude Hawk Chocolates’ business. Through careful planning and collaboration, we developed a multi-phase implementation that would modernize their operations while maintaining the personal touch their customers loved.
Foundation Building
Using our plan, prepare, and progress methodology, our first phase (plan) was to specify a strong technical infrastructure that could support Gertrude Hawk Chocolates’ diverse business needs. By preparing enterprise-grade systems and applications, we created a solid foundation for future progress and innovation.
Key implementations:
- Migration from ColdFusion to Magento 2 (Adobe Commerce)
- Custom-built fundraising platform
- Point of Sale (POS) system integration for unified inventory management
- Implementation of Goodies Rewards program online
Digital Experience Enhancement
With the technical foundation in place, we turned our attention to creating an engaging digital experience. Our focus was on making it easier for customers to discover, purchase, and enjoy Gertrude Hawk Chocolates across all channels.
Improvements included:
- Custom analytics and reporting dashboard for real-time business intelligence
- User-centric website design featuring immersive product photography
- Mobile-responsive interface optimization
- Enhanced product categorization and search functionality
Marketing Innovation
To drive growth and engagement, we implemented a complete omnichannel marketing strategy. Our integrated approach ensured consistent messaging and maximized reach across all customer touchpoints.
Strategic initiatives:
- Strategic email marketing automation
- Multi-channel digital advertising campaigns
- Social media expansion including TikTok, Instagram, and Facebook
- SMS messaging system implementation
- Google Analytics 4 migration with custom event tracking
- Custom product photography and video production
- Omnichannel approach for print and all POS materials
Brand Evolution
While modernizing the digital experience, we carefully evolved Gertrude Hawk Chocolates’ brand identity to reflect their heritage while appealing to a modern audience. This refresh touched every aspect of their visual identity.
Brand updates included:
- Modern logo redesign with refined color palette
- Updated packaging design with improved functionality
- Professional product photography focusing on details and seasonal cohesion
- Branded print and marketing materials
The Impact
The transformation yielded impressive results across all areas of the business, demonstrating the power of strategic modernization combined with respect for heritage.
Forging the Future
Looking ahead, our partnership continues to focus on innovation and growth. Building on our successful foundation, we’re exploring new ways to enhance the customer experience and drive business success. The success of Gertrude Hawk Chocolates’ digital transformation demonstrates how traditional craftsmanship and modern technology can work together to create something truly special. When you’re ready to forge your own digital transformation story while preserving your company’s unique heritage, let’s hammer it out together.
When you’re ready
Let’s hammer it out together.