Godiva Chocolatier opened yet another sales channel with the inauguration of a mobile application that plays on the impulses of chocolate-lovers.

The Godiva Mobile commerce platform was developed in partnership with Digby. The new application provides access to Godiva's best-selling products, which are updated daily to keep content fresh.

"Mobility represents the fourth leg of a multichannel marketing strategy," said Dave Sikora, CEO of Digby, Austin, TX. "The first legs were retail stores, catalogs and the Web and now mobile has come into the picture, creating another opportunity and another channel.

"Mobility is different than the other three legs, as it is a significant opportunity for merchants and retailers to get close to their customers," he said.

Godiva Mobile is meant to make lives easier for consumers who haven't planned in advance or want to buy chocolates while on the move.

The chocolate brand sells through retail stores, catalog, e-commerce and corporate sales. Campbell Soup Co. sold the brand recently to a Turkish company. Adding mobile to the channel offerings extends Godiva's reach as well.

Users can visit www.godiva.com/mobile to download the Godiva commerce platform. Once downloaded, the platform gives users a directory of Godiva products with the option to buy right on the spot.

Digby is a mobile commerce platform provider whose flagship service, Digby Mall, includes content from retailers such as Barnes & Noble, Godiva Chocolatier and FTD.com.

The Godiva mobile application gives consumers quick access to Godiva's most popular products. Consumers can also complete a shopping transaction in less than thirty seconds from a BlackBerry smartphone without having to endure the frustration of using a mobile browser. The transactions are password-protected.

The application includes product descriptions and full-color images. Users can even integrate their address book with the application, which offers the ability to enter shipping information with a few clicks.

Consumers with GPS-enabled phones can get access to Godiva stores in their areas.

"When you think about mobility and people who are mobile, they tend to be very busy," Mr. Sikora said. "People are usually trying to get something specific done when using their mobile phone and aren't just browsing like they do on their PC. Therefore mobile devices do not have your entire attention like the PC does.

"[Digby's] platform gives retailers the ability to play on the reflex of the consumer," he said. "We are letting merchants be in the palms of the consumer's hand, while at the same time providing convenience to the person."