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The Wedding Experience
My niece from Tasmania is getting married. She flew to Queensland to stay for a few days with the main purpose for the trip to find a stunning wedding dress for the special occasion. She had booked 2 appointments with bridal shops on the Gold Coast and we headed off for a girls day of adventure.
I must say, this was like a scene from a movie. Our first stop we pulled up out the front, yes, very convenient, for the first appointment. The building looked fabulous, it was an old beach house that had been given a rustic makeover. We entered through the carved timber doors into ‘bride dress heaven’. A beautifully dressed lady with a clipboard in hand welcomed myself, my sister (mother of the bride), my son (the photographer) and of course the bride to be, my niece Kate. We were all given a glass of champagne that had been sprinkled with flower petals and invited to sit on the soft, oh so comfy, sofa. The décor was uncomplicated and elegant. As I sat there listening to the sales lady talk Kate through the process of purchasing a gown with them, my retail senses were jumping for joy. The experience so far was pure enjoyment. Kate proceeded to try on the dresses she had previously sent on a wish list to the bridal shop while the rest of us sipped on champagne. I am pleased to say that there was only one dress that was DDG (drop dead gorgeous) on her size 6 figure. This made the decision process easy, this one, please!
Just to be sure Kate had found the absolute perfect gown, we decided to go ahead with the second appointment. Putting the address of shop 2 into the GPS, we started out to hunt down the address. We drove up and down the street and finally found the shop which was amongst residential apartments. As parking was almost impossible I dropped off the others and went to find a carpark. Finally, we arrived at the door. As we entered the not so beautiful space, we were offered a glass of water. The first comments from the sales assistant was that because the wedding was only 6 months prior to the wedding and this would incur an extra fee of $200. Inconvenient location, water, uninspiring surroundings, and now with extra costs… Enough said on this!
As a consultant to independent businesses, I love the independent retail marketplace. Every business personality is unique. From a retail point of view, these dresses were much the same price, locations were within 5 minutes of each other, processes for ordering was similar, but the difference in the retail experience could not have been further apart.
As my clients would tell you, because I say it over and over, creating a retail experience that is convenient, great value and inspiring are the 3 main keys to retail success. Tick, Tick Tick shop 1!