Case Study Bridal Collective - Brand Websites

During Discovery we identified that the main target audience for the sites are brides fairly early on in the sales cycle. They are looking for wedding inspiration, browsing a wide range of dresses, learning about the brand and finding their local retail stockists.

After outlining a core list of outcomes brides would be looking for, we mapped out user journeys using several common website features and design patterns: an eCommerce style product catalog and wishlist, event listings, store locator and a blog. We then took these common design patterns and tailored them to the Bridal industry.

Product Catalogue: an eCommerce style product section complete with filters and faceted search allows brides to easily review a large number of styles quickly, or to drill down and filter by specific fabrics, silhouettes, necklines, etc. to narrow down the kinds of dresses they are interested in.

Store Locator: The store locator allows brides to find the nearest retail partners in their local area, view a listing about the store and contact them directly to make an appointment. Elite and Platinum partners benefit from an enhanced store listing page with additional content, but all partners love the lead generation that comes from the store locator. This is also invaluable for Bridal Collective as they get insights into which stores are most popular, and the direct impact of ad spending on co-marketing campaigns for specific retailers.

Event Listings: Brides love being able to see what upcoming events are in their local area, and retail partners love the leads generated for their events.

Blog: We implemented a blog with a highly visual page builder allowing the Bridal Collective Editorial team to create stunning blog posts full of high-impact imagery and videos. The blog content is a combination of brand and industry news, product highlights, real bride weddings and inspirational photoshoots from around the world.

This combination of content really helps to educate and inform brides about the brand and is a fantastic source of inspiration for their own weddings

Wishlist: The wishlist feature allows brides to create a list of their favourite dresses, stores and events. As brides are required to create an account this also creates an additional line of direct communication between the Brands and brides so they can nurture the relationship.

Bridal Collective also gain some great market intelligence as to what styles of dresses are most popular during the research phase of the bridal buying cycle, which in turn feeds into future product development and regional marketing campaigns.

Multi-language: As a global company with several brands, it's vital that content is translated into key languages for North American, European and South African markets.

Shared Feature Set/Unique Designs: Ensuring that all the brand websites share the same set of features whilst retaining a unique design specific to each brand allows each website to have its own personality, but ensuring that the management and content creation process is consistent across all brand websites.

Brides become familiar with and start to engage with the brands. The combination of a powerful product catalog and high-quality inspirational blog content helps them to imagine their big day and start to get excited. Wishlist and newsletter signups help to capture contact details to nurture these relationships and when the time comes, the store locator and events sections help to move brides through the sales process by getting them to book appointments with retail partners.