Abi Neill shared her expert insights on creating an unforgettable bride experience, driving traffic to your boutique, and maximising profitability. Her practical advice helps boutiques refine their operations, enhance the bride experience and make strategic decisions that support long-term growth.

Her most asked questions were:

How to stop brides going to other appointments?

This is difficult because these days a lot of brides definitely intend to shop around, I’d even go as far as to say, that many Brides feel they must shop around! The trick is to become a store that a Bride WANTS to say yes to the dress in! Create unforgettable moments and drive towards beautiful ‘yes to the dress’ celebrations! Chase your brides happiness and give them an experience that stops them from feeling as though they are missing out! Really lean in and get to know your brides ensuring that you try a broad selection of shapes, styles, cuts and fabrics so that they feel confident about their decision and ready to let go of the shopping experience. With today’s brides you must not pile on pure sales pressure – you must give them space and time and support them as they work towards their decision.

How to become more profitable? 

Simple; spend less and sell more! Look closely at your numbers and make decisions around profitability. Manage and monitor stats and KPI’s that drive you towards more financial success. Drive your overheads down if you can and increase your sales (and margins) where possible. Overbuying too many dresses from too many labels is a killer for your bottom line, I see it happening in boutiques through my coaching all of the time. Also, whilst exciting; rebrands, refits and boutique expansions can take you next level but without a clear handle on the numbers it can also increase pressure and your costs resulting in a reduction of profit if sales don’t soar, so take care when those feet get itchy and make those decisions strategically and wisely.