David’s Bridal has a unique point-in-time challenge, since most people won’t get married again, at least not quickly. So the company knows that it needs to move fast and grab every opportunity to satisfy the many needs of each wedding – ideally serving the needs of the entire bridal party and families. Thus, David’s Bridal not only wants to win the customer’s business but wants the referral business that each wedding offers.
In order to do both these things, David’s Bridal’s in-store and web businesses have long known that they have to share and analyze information quickly and work well together. At the recent IBM SmarterCommerce conference, Jerry Baklycki, Director of Interactive Technology at David’s Bridal, acknowledged that one of his largest challenges is to analyze all the prospect and customer data cross-channel and cross-device. Baklycki said this analysis will continue to get easier and more fruitful as the technologies continue to improve.
Since David’s Bridal’s brick-and-mortar stores and web business management already have a great working and sharing relationship, Baklycki said he believes the company is well-positioned to take advantage of all the “customer purchase path analysis” technology improvements as they happen. He added he’s excited at the prospect of one day being able to develop a sophisticated cross-channel, cross-device timeline analysis to help understand the customer’s purchase path.