The bridal industry has changed dramatically in recent years. Gone are the days when magazines and catalogs served as the primary sources for gathering ideas about decor, music — and most importantly wedding gowns.
Today, most brides are millennials (ages 20-37) and they go about researching and buying much differently than previous generations. They do extensive online research. They crave authenticity. They gather ideas on Pinterest boards. With limited time to acquire a customer (namely, the months when they’re shopping for wedding or prom attire), David’s Bridal knows that providing commerce experiences that are engaging and inspiring is critical to the bottom line.
To capitalize on those paradigm shifts, David’s Bridal set out to inspire millennial brides on social media and other digital touchpoints; make online planning and purchasing easier; and provide intuitive commerce experiences with recommendations.
How? With Curalate Showroom — which turns any image or video into an online storefront. Showroom blends content and algorithms to deliver not only shoppable imagery, but product recommendations and related items. And it’s created in just seconds. With Showroom, consumers stumble across products they never knew they needed in their lives.
So far, David’s Bridal has shared Showroom experiences in their Facebook posts — giving followers the chance to walk the aisles of a David’s Bridal store, online.
The results have been incredible. The brand has seen a 13x increase in product discovery, a 102% increase in time-on-site, and a 40% reduction in bounce rate.
“Showroom is a great addition to our digital marketing toolbox. It’s incredibly easy to use and, because of the relevant product recommendations and engaging content Showroom provides, the consumers who click through to our site are much more engaged with higher intent to purchase. We’ve seen great results so far on Facebook and will be rolling it out across all of our marketing channels.”
The program caught the eye of several news outlets, including Digiday — which detailed how Showroom creates a seamless path from discovery on social to the brand’s online store.
When the brand would post an image of new bridesmaid dresses to its Facebook or Instagram, for instance, customers who clicked on it would be dumped into the full online catalog for the bridesmaid dress category. Finding the styles they saw in the Facebook photo would require sifting through hundreds of dresses.
The article also highlighted how Curalate offers independent data — not owned by the social channels.
Canfield said the brand is part of the beta test for Instagram’s shopping tags feature and also uses Curalate’s Like2Buy platform, which is a third-party shoppable feed accessible to followers through the link in bio on branded Instagram accounts.
“Curalate knows what’s in the pipeline on the platform side, so they change their platform to make it beneficial for brands,” said Canfield. “For us, it’s great to have the analytics. When working with Instagram, you don’t really have a good idea about what’s working, and it’s in their interest for you to think something is performing well. It’s nice to have a set of independent analytics”
Want to learn more about how David’s Bridal uses Curalate Showroom to court millennial brides? Read the Curalate Success Story.
Curalate helps more than 850 of the world’s leading brands sell online more effectively by creating compelling commerce experiences that adapt to how consumers discover products. On average, our clients achieve: 79% increases in time-on-site, 16% jumps in average order value and 31% increases in conversion rate.
What can Curalate do for your business? Contact us to find out.
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