Since weddings can take a year or more to organize, even couples who have postponed their nuptials have still been looking for ways to find and try on wedding attire. Bridal brands around the US have started offering online shopping experiences for this reason, with free remote consultations, stylists on-hand to assist, and prepared shipping labels enabling customers to try on and return sample dresses. Kelly Faetanini, founder of an independent bridal shop in New York, started a ‘Try At Home’ program that allows brides to shop directly on the website for the first time. A 30-minute Zoom call with a salesperson is organized after the bride-to-be fills out an initial questionnaire, and the stylist offers dress advice and recommendations.

Online services that enhance the dress-finding experience are appealing to brides-to-beAna Tavares (2018)

Even if they have to prep for their wedding online, people are still looking for a special and memorable experience. Indeed, 84% of people feel brands should use their social channels during the pandemic to provide support and a sense of community. And with a study from Raydiant showing that a good in-store experience is very important for 70% of people, increased attention to the online experience is key to meet the same standards. With a lack of touch, integrating other senses into the ecommerce experience can help to boost customer engagement. For example, Doordash used Snapchat AR lenses to enable users to look around virtual restaurants, and some beauty brands have started using ASMR videos featuring hushed voices and the sounds of people using their products.

Hannah Houston is a Data Behavioural Analyst at Canvas8 and holds a BSc in Criminology. She loves learning languages whether that be coding, foreign or body language and is passionate about human behaviour. Outside of work you can find her walking or stroking a dog.