THE YEAR OF THE BRIDE
They have been waiting. They have been so patient. Twenty to fifty years in the making. Endless hours in the planning and then a pandemic brought it all to a screeching halt. The license to make plans again, to gather, and to indulge in joy has been hard-won. Their time has come, so don your armor: the brides (and grooms) are ravenous.
There is a special kind of sadness that comes from having the least of the bad things happen. There are a thousand reasons to postpone a wedding. Most recognize how disappointing it is that an unlikely event led to postponing The Big Day. No matter how many folded paper cranes. No matter the sacrifices a couple has made to see their dream wedding materialize. The past year has not been a moment of public sympathy for brides. No one cares that the Lily of the Valley will no longer be in season for your postponed event.
The fog is beginning to lift. People in many parts of the world are finally ready to give in to their longing for togetherness. They are ready to celebrate, and they want to make it count. If you thought the competition for “event of the season” was fierce before, strap in. An army of brides has spent the last year licking their wounds. They are rethinking their visions and doubling down on their budgets.
How will your brand stand out in a sea of lace and hand-sewn embellishments? TechSparq has the solution, based on our four pillars. We have covered each of these over the past month. But the synergy that occurs when you deploy them is how your organization goes from “better” to “best”.
I GOT YOU, BABE
There are few times you need your squad more than during the wedding planning process. It was rather difficult to gather friends and family even before the pandemic. Group cake tasting and dress shopping was almost impossible.
But what if it was possible in a virtual sense?
It’s time to blow out the barriers set by e-commerce. Ensure that every interaction with your brand is memorable with Immersive Commerce (iCommerce). If the groom can chat with his boys while playing Halo, why is the bride left texting links that do not work? Why is she trying to describe the difference between “Spring Green” and “Celery”? Shopping is also a team sport. Why are the bride and her crew not able to browse a designer online, together, in an immersive space? What if each party member could get accurate sizing in a private setting? Giving them the ability see the fit on their true measurements? Brands can meet the standards set by in-person shopping. They can also achieve a better customer experience using iCommerce.
Curate an experience your customers will never stop bragging about.
QUEEN FOR MORE THAN A DAY
For bridal brands, and luxury brands, personalizing each interaction with customers is industry-standard. Companies are being asked to reimagine their approach through the lens of experience. They enable customers to achieve their desired outcomes. The path to an evolved business experience (BX) is a holistic approach. It allows organizations to become customer-obsessed and fuel growth. A company can achieve greater ROI in the E-commerce technology space. The first step is to create a greater connection with customers.
At TechSparq, we refer to this focus on the customer. It is the ability to evolve with the ever-changing needs of the customer, as The Living Brand. Customer obsession and custom alignment must be the North Star for BX-centered brands.
Bridal and luxury brands must go all-in on this devotion to their customer. Love them and they will love you back. Create a presence in their lives, understand their desires, and earn their fidelity.
EASE THE LABORS OF LOVE
Getting to know your soulmate inside and out takes time. Given the pace of technology, commodity companies cannot afford to waste time. TechSparq’s OpEx Swoon centers on a no-wasted-motion philosophy. It allows your brand to deploy laser-focus on your customer DNA.
Budget can no longer be the elephant in the room. The goal is to upgrade the curated customer experience. This accomplished by enabling a culture of identifying, analyzing, and improving business processes. All while driving down operational costs. That is a match made in heaven.
SORRY, WE’RE KEEPING THE GUEST LIST REALLY SMALL
You can’t make everyone happy, and it turns out that trying is not only frustrating, but also costly. As a rule, 80% of complaints and dissatisfaction come from 20% of your customers. Lose the baggage and focus your efforts on those long-term relationship goals. The other side of that rule is that you also have a sacred top-20% tier of customers who account for 80% of your revenue. They deserve your adoration.
Season after season, these true devotees will deliver for your company. If you nurture that trusted relationship. Bring them into the fold. The 80/20 method is how brands can improve. They use data, hyper-focused marketing, and crafted storytelling to engage their loyal customers. This will leave their most ardent followers wanting more.
BETTER TOGETHER
Back to our brides- and grooms-to-be. Without question, the next two to three years are going to be awash with events. Luxury and bridal brands will need bold differentiators to stay competitive. How will you become “The One” in the eyes of discriminating brides?
Your brand needs to prepare on all fronts. Under the covers, operational costs can decrease while achieving near-100% compliance using automation. These same processes trickle down to a flawless UI and CX. Craft an experience your customer will never forget with iCommerce. Leave your competitors in the rearview.
