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store just based on that 70 percent traffic volume and a greater conversion rate Eye-opening Not store-opening
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So step 1,001 was identifying the problem Huh Yeah, Metaphorical Step One Thousand and One (MSOTO) To get to the point of real breakthroughs took us (me and the forward thinkers at David s Bridal) two years with multiple missteps and let s just call them misaligned political agendas It was painful, painstaking, and the constant pressures of the day-to-day jobs affected those evangelists trying to build an outside-in culture that had been intensely focused on inside-out sales not customers Make no mistake about it This was and still is an intensely salesdriven culture that aims at driving high volume traffic through its stores quickly and effectively Their concern was how to develop a more customer-centric focus at the company But to do that they had to answer the fundamental first question, Who is the customer, really
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Their customer for as long as they existed was perceived to be the obvious one the bride Not even the bridesmaids That meant the customer lifecycle, which was defined by the length of time to the wedding date, was about as long as a very old fruit fly say, seven months (Please don t bother to look up the lifecycle of fruit flies I m sure that they re way shorter than seven months Just grant me a literary license for the day I ll pay whatever registration fees you want and fill out the paperwork) That means from the time the bride was engaged to the time that the wedding was over and the bride was whisked off by the groom for all the after-hours stuff that grooms and brides do and probably had already been doing Yep, seven months and out The running joke was that repeat customers at David s Bridal undermined the moral fiber of the United States Because the wedding was the end of the relationship, referrals, especially word of mouth referrals from the brides and bridesmaids to those with upcoming nuptials, were of major importance at David s
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Bridal (henceforth DB) They measured 46 percent of their business as word of mouth referrals Their business model was based on the assumption that their value pricing and incredibly wide selection of high quality gowns on the racks was their critical differentiator, and if they provided good service they would get the referrals they needed Thus one huge driver was their $99 wedding gown sale It sounds about right, doesn t it It s a solid business model that earned them 40 percent of the market But, as we found out quickly, there was a lot of work to be done
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The first problem they discovered was that service improvements at the store level were in order Imagine service complaints from people who are shopping for what might be the most important and certainly the most emotional day in their entire lives The results of bad service in that environment could change the term from going postal to going bridal Luckily, that didn t happen, but as their sales rose and the intensity of high volume activity increased without massive increases in sales consultants, the service complaints increased But the selection of, among others, Versace and Ralph Lauren was so compelling and the idea of getting a super-perfect gown off the rack that day or shortly thereafter was just so powerful, sales growth continued There was another concern The only person who got any attention in the store for some of the reasons mentioned above was the bride The bride was the goddess of the purchase The bridesmaids were essentially a coterie of clothing mannequins who tried on the bridesmaid dresses that the bride picked for them So why pay attention After all, this is event-driven sales The centerpiece of the wedding is the same as the centerpiece of the wedding cake the bride Concentrating on the bride pretty much exclusively got them to where they are Prior to my arrival, there had been a number of steps taken and systems put into place that affected the CRM strategy One of the most interesting was the creation of a point-of-sale system that you d think was a CRM system, except that data collection only occurred after the sale had been made individual transactional customer data Ordinarily, you d think that this would be valuable because of the future purchasing patterns of the customer, but remember, they didn t expect
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