Alfred Angelo Case Study

Brides are notoriously detail-mad shoppers. Finding The Perfect Dress can take hundreds of hours; negotiations with girlfriends over the bridesmaid dresses frequently achieves the delicate diplomacy (and intensity of feeling) of UN summits.

As the largest wedding gown manufacturer in the world, Alfred Angelo already had a successful online presence when they engaged WebLinc for a graphic upgrade and a content management system to make regular changes easier and less expensive.

WebLinc's back end solution allows much content to update dynamically from other databases, and permits the marketing staff to make their own seasonal or promotional changes with ease.

It was such a success at the flagship site that now all eight different divisions of Alfred Angelo, including their UK and Australian units, thriftily share the same content management system for their individual sites.

And alfredangelo.com also boasts a handsome design and slick features that make the process of finding The Gown easier and more fun - and has doubled traffic in a year.

The new site eliminates most of the hassles and guesswork involved in traditional shopping. Brides can browse styles, change colors with a click, and save both bridal and bridesmaid dresses under consideration in a "virtual dressing room".

Bridesmaids (often scattered across the country) can visit the dressing room and comment, or save and email their favorites. And nobody has to "imagine this one, but in pink, and with the other top". Three clicks, and they can build it for themselves.

In building a more robust site, Alfred Angelo also envisioned eliminating their paper catalog, with its heavy costs of design, printing and distribution.

A WebLinc suggestion to sell the catalogs instead - it turns out that brides love them - provides a new income stream that actually covered the costs of web development in just 18 months.

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