Something Old, Something New.
J. Crew was busy launching their wedding business to thousands of brides worldwide and needed an automated way to make each one feel like the special princess she is. Store workers kept wedding information in disparate spreadsheets and managed bride and bridesmaid orders as best they could. We proposed an interactive, online questionnaire that would collect and centralize data on brides’ orders, wedding dates, preferences, as well as orders for bridesmaids, grooms or groomsmen. Individualized, automated mailings that continued until the wedding date would cement relationships, reassure nervous brides that orders were on track, and cross- and up-sell in categories such as flower girls and honeymoon attire. Here’s to happily ever after.