Why Does Everyone Want to Be in Wedding Planning?

This was in my PR file this morning.

The Dessy Group Introduces Wedding Planning Tools Online.

Now why would a bridal fashion house take the leap into planning? Or, more correctly, to become a

“one-stop shopping” wedding site

I can think of two reasons why.

The big one, at least on the surface, is to keep brides on their site as long as possible. Any couple that decides to use the Dessy suite of planning tools has to do it through their website. Everytime they log on to use the tools or update their wedding website Dessy has the opportunity to expose them to their product line. That is pretty self evident.

The more important piece of this puzzle is that if it catches on, Dessy will now have access to a very deep level of information on its target market. I have a hard time imagining that a company as large as Dessy would have built this thing with out including a few algorithms to pick the data apart. When you spent as much of your marketing budget to build something like this what’s a little more to be able to fully mine the results.

I think that is the the key behind this project. Data.

Will it work? Good question. Wedding planning tools are a dime a dozen on the internet. These are going to have to be pretty spectacular to even get noticed. Had they done it 6 or 7 years ago, maybe.

On a personal aside, I would have loved to have been a fly on the wall at the pitch meeting for this. I’m sure it was never mentioned that they would be taking on the Knot, Wedding Wire and Brides.com. Just sayin’

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