Like the exchanging of vows before family and friends, wedding dress shopping is still deeply rooted in the traditional—and physical—process of journeying to brick and mortar shops to try on gown after gown dresses. Witnessing the digital revolution of how consumers shopped for virtually everything else, the Wedding Shoppe wanted to transform the way brides for their dream dress. Their goal? Create a simple, satisfying online shopping experience that provided brides with both the convenience of shopping from home and the comfort of knowing they were ordering from a reputable bridal salon. All while supporting the physical retail store’s brand and legacy.
To begin, DKS worked with the Wedding Shoppe on an iterative approach where we defined features, created wireframes to tell their story, and architected a custom .NET e-commerce ecosystem. But we knew all along that the right solution could not be merely transactional. To convert to an online format for such a big, emotional purchase, we had to make the process of online bridal gown shopping highly experiential and easy to use for brides, while keeping it simple to administer for the Wedding Shoppe. In addition, DKS seamlessly integrated the new site with Wedding Shoppe’s existing Epicor business software and Sage CRM systems.
Despite some initial internal apprehension about creating a digital storefront, the company experienced a significant uplift in annual sales during the first year of the new site. In the years since, the Wedding Shoppe has continued to grow online sales both domestically and globally, selling and shipping bridal attire to customers as far away as Australia and India.
The advice I would give today’s bride is the same advice I gave the 1977 bride. This is, enjoy your wedding day, the importance of the ceremony, the commitment to your spouse. Work with reliable vendors you can trust, and manage closely your most important wedding items such as your dress, reception, photographer etc. and it will all work out. If small things don’t go exactly as you have planned, do not get overwhelmed or too disappointed, enjoy your day!
-- Jim Fritz, Wedding Shoppe Owner