Website Closers® presents a thriving business that operates within the enormously lucrative field of Wedding and Bridal Gifts. In the 9 years this company has been operating, they successfully launched the very first Bridal Subscription Box and have continued to delivery solid results ever since. Sales have soared to deliver an incredible 24% YOY growth rate and there’s no sign of slowing down. Offering gift boxes for brides-to-be on a variety of subscription options, this company continued has an unlimited array of opportunities for growth. Given the tumultuous events over the past two years, including the pandemic, weddings are more important than ever and these cherished celebrations are perfectly complimented by the boxes offered by this company, which provide a monthly reminder of the upcoming big day. This has enabled this company to take advantage of longer monthly subscriptions, a lower churn rate, and a growing loyal customer base.
A highly enviable brand, they are perfectly positioned to scale sustainably. The company has numerous popular gift boxes and could easily be enhanced through add-on additional features and upsell offers to further differentiate this company from the competition and increase the average order value for both new subscribers and existing customers. Customers can take advantage of subscriptions that run from three months to a year or opt for a month-to-month subscription. They offer both monthly and prepaid subscription packages. The website includes an embedded subscription recommendation tool making it easy to gift an appropriate subscription.
In addition, the company has one-time gift boxes with items that are curated from excess inventory, and a gift message can be included. A growing percentage of sales now comes from subscription add-ons, where customers can include additional items that don’t get included in future subscription boxes.
Having been the first to market for these bridal subscription boxes, they have the clear competitive advantage moving forward. They remain the largest provider in this niche field, and they maintain extremely strong brand name recognition.
Over the past 8 years, this business has compiled a massive email database of 54,000+ subscribers, a clear example of their wide customer appeal that could be effectively leveraged with enhanced marketing tactics. Their customer demographics focus on women between the ages of 25 and 60 who are engaged, mother of the bride, or women who are friends or relatives of the bride-to-be.
The same is true for the company’s tremendous social media presence. The brand’s Facebook page has 88,000+ followers, while their Instagram page has 31,000+ followers. Organic traffic generated from both sites has helped this brand get a phenomenal 34,200+ average monthly visits to their website that could be further bolstered with a presence on TikTok and Pinterest.
Earning an encouraging average order value of $45, yearly subscriptions paid monthly are their top selling product, accounting for 44% of revenue and the average length of subscriptions is 8 months. Not surprisingly, sales are strongest during the “engagement season” months, which generally are October through May. Subscriptions tend to end once a customer’s wedding is over. At that point, the company responds with new marketing offers. Branching into anniversary, honeymoon, and mother-to-be boxes may prove an incredible strategy choice for the company as well.
The company primarily advertises to prospective subscribers in the United States, with some limited sales to Canada and internationally as well. International expansion is an excellent path to scale. As part of their efforts to increase their appeal, the brand puts a strong emphasis on customer service, responding quickly to all customer inquiries and constantly working to provide reliable, consistent shipping times.
In order to determine what should be included in each subscription box, the company stays current on wedding trends, while also introducing newer versions and designs of older but popular items. Their custom boxes are packed and shipped in-house, but considerable cost savings are possible by outsourcing fulfillment to a 3PL and/or kitting company.
The company has a variety of marketing tools that have helped promote lead generation. While the brand benefits from organic traffic generated by their accounts on Facebook, Instagram, and Pinterest, they also use their huge email database for regular email marketing campaigns.
The Facebook and Pinterest accounts are used for testimonial and video ad content and their authentic customer reviews have directly translated into great word of mouth advertising and increased sales. The company runs PPC ads on Google and Bing, and their email marketing campaigns focus on hooking the customer through the initial email capture form. Then the focus shifts to providing them with engaging content and giving the customer a way to manage their subscription with the click of a button within that email.
Earning phenomenal organic traffic has an SEO program that includes utilizing keywords in their pages, content, and product descriptions, as well as an educational blog on the website.
The website underwent a major upgrade in June 2021 to create a more modern and simplified design that helps streamline the user experience. A subscription picking tool, which allows the user to enter the wedding date and suggest the most appropriate plan, was added to the subscribe page and has been a huge win, particularly with assisting gift buyers to select the appropriate subscription.
There are clear ways to scale this highly profitable business. In addition to launching more add-ons for both new and existing customers, the company would expand further by creating new themes for their bridal boxes.
Using their social media accounts, the company could launch affiliate and influencer marketing campaigns, which is likely to be highly successful since the company already benefits from strong word of mouth for satisfied customers. At the same time, increasing their PPC ad spend on Google. Bing and Facebook would likely add significantly to sales and profits.
Finally, the company could take advantage of an outsourced fulfillment center to streamline operations, which would guarantee a faster delivery time and improve customer satisfaction.
Experienced and skilled, the seller is open to retaining equity in the business if desired by the buyer and providing ongoing strategic consulting to the buyer.
As a thoroughly evergreen industry, weddings will always be a part of our lives and culture. This company has done exceedingly well by introducing the appeal of bridal gift box subscriptions to the lengthy list of gift items available for purchase related to weddings. As an eCommerce site, the company is riding the wave of consumers who chose their laptop or mobile device for making purchases. With demonstrated success across 9 highly profitable years, this company’s dazzling growth to date shows potential for rapid scaling under the caring hand of a new buyer.
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