Founded by Joseph Thornton in 1911, this century-old brand started off as a small confectionary shop in Sheffield, UK. Over the years, the success of the store’s chocolate and confectionary products spread beyond Sheffield, and the brand expanded its presence to 400 stores nationwide (some of which operate as franchises). With scrumptious displays of Viennese truffles and zesty Sicilian lemon mousse chocolates, it’s hard for even the most discerning and disciplined chocoholics to resist the temptation of passing by a Thorntons Chocolate store without walking in.

However, does Thornton’s online experience embody this rich chocolate history and invoke similar urges?

Compared to the heady aroma that mesmerizes your senses when you walk into a Thorntons store, the online entry is not as dramatic. And honestly, how could it be? Apart from a few eye squinting images of chocolates, the home page is adorned with new promotions and a list of sub-categories. Disappointingly, the website gives little visual incentive to go further into the digital store. Perhaps some tantalizing images of chocolates, similar to those on the homepage of Reccuiti (San Francisco-based chocolate retailer), could do wonders to lure the online visitor deeper into Thorntons website.

The left navigation bar on the homepage connects the web user to the different sections of the site. If you are on the site to look for a gift, you will have no trouble finding and ordering one that suits your taste. Just like the store salesman who guides you to the right aisle, the website encourages the virtual customer to find gifts according to price, person, and occasion. This not only helps save time, but also makes it easy for those who might be looking for the right way to express their feelings. The products in each sub-section are well laid out and complemented by indulgent descriptions, and price and size information.

If your heart is set on more than one flavor, you can have them all by creating your own chocolate box at the personalized gifts section. This section has a sinfully delicious range of treats to choose from, which include dark, milk, and white chocolate with mouth-watering add-ons like nuts, pralines, alcohol, and fruit. The company goes the extra mile by allowing you to add other frills like champagne or a greeting card with your order. Apart from personalized flavors, you can also get even more creative by visiting the Alphabet Truffles section. This section allows you to customize a short personal message, expressed through engraved chocolate letters.

To explore the entire range of offerings, visit the “Chocolate Collections” section. Here, chocolate lovers can view the different product ranges—from the signature Continental collection (inspired by the Swiss chocolatier Walter Willen) to chocolates made especially for those with particular needs like diabetics. The website also has sections dedicated to Toffee and fudge, delicacies readily available in the store. Unfortunately, the website does not offer Thornton’s popular ice cream, though this may be due to shipping concerns. Perhaps advances in shipping and packaging will change this one day in the future.

The site addresses the needs of its varied target audiences—from corporate clients and kids to those planning a wedding. Each section is neatly organized and one can place orders for specific needs like chocolate trays or corporate gifts. The availability of a reminder service offered to corporate customers is a clever marketing tool to promote sales, though of course you need to register on the site to avail of the service. Godiva Chocolatier, a competing brand, allows customers to chat live on the site with a company representative, and this is certainly a service Thorntons could adopt in the future.

The “Art of the Chocolatier” section is packed with interesting morsels of information like the origins of chocolate, the art of chocolate making, and tasting chocolate. Instead of the current bland display of information, the company should present the material in a more appetizing manner by adorning it with images and anecdotes, similar to that done by Ghirardelli Chocolate on its website.

Despite its various sections, the site appears more like an e-shop facility where the sole purpose is selling chocolate. Though the focus on sales is understandable, the company should definitely add some elements that build brand appeal. For example, interactive elements like recipes (as seen on the Lindt Chocolate website), contests, brand history features, and peripheral promotions not only help users connect with the brand, but also guarantee future revisits to the site. Remember, there is a chocolate lover in all of us—and capitalizing on that love is a matter of understanding the relationship between people and chocolate.