Anne is sitting at her desk eating her lunch and surfing the Internet. For a few months, she has been preparing for her wedding, which will take place in less than a month.

Anne is sitting at her desk eating her lunch and surfing the Internet. For a few months, she has been preparing for her wedding, which will take place in less than a month.

Anne is sitting at her desk eating her lunch and surfing the Internet. For a few months, she has been preparing for her wedding, which will take place in less than a month.

Anne is sitting at her desk eating her lunch and surfing the Internet. For a few months, she has been preparing for her wedding, which will take place in less than a month.

 

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Retail Management

 

CASE 3 WeddingChannel.com

 

Anne is sitting at her desk eating her lunch and surfing the Internet. For a few months, she has been preparing for her wedding, which will take place in less than a month. She found many helpful articles that gave her some good ideas. These articles also helped her face reality and change her childhood dreams of a white carriage pulled by a team of horses to a stretch limo. She gave up the Snow White wedding gown with a 15-foot train and has now settled on a sleek sheath gown.

            In planning her big day, Anne used the help of WeddingChannel.com to make a checklist of what she needs to do. The Web site helped her organize a guest list, design and buy her invitations, set up a gift registry, and post some information for her friends about how she and Steven met. They met in college and are from different cities; therefore, they decided to have their wedding somewhere in between where their friends and family could meet. She used the resources provided on WeddingChannel.com to book the chapel and restaurant where the reception would be held.

            Every year, $72 billion is spent on weddings in the United States. The average American wedding ceremony costs $22,000. The average age of brides is 24.5, while the average groom is 26.5 year of age. With these statistics, it is no wonder that WeddingChannel.com has become so popular. Its target market is 18 to 35 years. Approximately 48 percent of engaged couples plan to use the Internet to help plan their wedding. WeddingChannel.com’s goal is to help couples make their special day easier to plan and save time finding up-to-date information.

            WeddingChannel.com began on July 15, 1997. The venture has helped not only brides-to-be but also retailers. Over $100 million was spent purchasing gifts through the site in 2003. WeddingChannel.com’s patented registry system searches 1.5 million registries from its many retail partners, including Federated Department Stores (Macy’s, Bloomingdale’s, Burdines, Goldsmith’s-Macy’s, Lazarus-Macy’s and Rich’s-Macy’s), Tiffany & Co., Crate and Barrel, Neiman Marcus, Williams-Sonoma, Pottery Barn, Recreational Equipment, Inc. (REI), JCPenney, and others.

            With access to so many registered couples, WeddingChannel.com has an attractive market. “Consistently, our targeted marketing tactics have resulted in five times the average Internet response rate, providing the most effective platform for companies to build their brand messages during a significant life stage when brand loyalties are being developed,” said Adam Berger, president and CEO of WeddingChannel.com. About 89 percent of all gift purchasers buy wedding gifts from a registry.

            WeddingChannel.com is not only the largest bridal registry online, but it also provides a comprehensive site that couples can use to plan their wedding. WeddingChannel.com is a virtual community that provides services for couples who have many questions. Where do brides start first? Most start with finding the perfect dress. WeddingChannel.com offers over 20,000 styles of wedding gowns, including both designer brands and less expensive brands. It also provides a great way to sort through the many different styles by offering different buttons to select sleeve length, silhouette, length, and neckline. It even has a virtual model so the bride-to-be can see how she would look in a particular style of gown. The site also provides many interactive tools that help couples make a budget, guest list, wedding page, and registry. There are also many articles that range from finding a reception site to planning a dream honeymoon.

Anne is sitting at her desk eating her lunch and surfing the Internet. For a few months, she has been preparing for her wedding, which will take place in less than a month.

 

Anne is sitting at her desk eating her lunch and surfing the Internet. For a few months, she has been preparing for her wedding, which will take place in less than a month.

Anne is sitting at her desk eating her lunch and surfing the Internet. For a few months, she has been preparing for her wedding, which will take place in less than a month.

            WeddingChannel.com is unique because it is a comprehensive destination for couples planning their wedding. This interactive Web page allows for couples to make a customized Internet page describing how they met, how they became engaged, their wedding party, and the theme/colors for the big day. Guests can go online and shop at the well-known stores associated with WeddingChannel.com and conveniently purchase exactly what the couple needs for their future together.

DISCUSSION QUESTIONS

  • What are the keys to making WeddingChannel.com a success from the perspective of the companies investing in it?

  • Why would a retailer want to invest in a virtual community like WeddingChannel.com?

  • Can you think of other retailers that might benefit from developing a virtual community

 

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