Case study: The Wedding Centre, Marlow

Ensuring real business benefits are achieved from change initiatives.

The Wedding Centre is the largest independent wedding retailer in the UK. It is a family owned business and has established a base in Marlow, Bucks. Bespoke Marketing was engaged to review the on-going marketing activities and to make recommendations as to how these could be improved.

Marketing and Branding Solution

Stage one

We conducted some research into the bridal market that highlighted a number of key facts. These included:

• Increased understanding of customers and especially the source of the initial contact.
• Refocus of the "shopfront" to include designer led purchases.
• Managing the contact through the buying process.
• Evolve the Wedding Centre proposition to reflect both the rational and emotional needs of brides i.e., the need to emphasize quality of service and advice.
• Re-focus of the marketing budget towards more appropriate media.
• Development of a new web site (navigation, tone and additional content).
• Development of a new brochure to reflect a warmer tone.
• Development of a new advertising campaign and refocused media spend.
• Use of satisfied customers to endorse the Wedding Centre proposition.

Marketing outcomes

• New web site launched www.weddingcentre.com
• New brochure launched.
• customer survey initiated.
• Customer source being identified through a number of media.
• New processes initiated in store to deliver a greater level of service and client management.

Benefits

The Wedding Centre now has a re-positioned identity, brand and communications programme that is closely attuned to the needs of potential brides. We have also set in place a number of methodologies that will continue to keep the owners informed of how the buying process is changing.