The White Closet in Manchester share their top tips on offering an unbeatable shopping experience.
The White Closet in Manchester is a multi-award winning bridal company celebrating independent style. With a carefully curated collection of wedding dresses, the boutique brings leading global brands to the North West who aren’t afraid to push the bridal boundaries.
With over 10 years’ experience, the boutique has transitioned and evolved over time and with this their shopping experience has been perfected.
Read More: Five Selling Techniques to Guarantee a Sale
Building a reputation for great customer service is essential for a boutique and providing an amazing shopping experience is crucial to a successful business. Molly a member of the team at The White Closet said, “Our customer service is what really sets up apart. We give every bride-to-be that walks through the door our full attention so they feel like the most special person in the world.”
“Shopping for your wedding dress can be exciting and nerve-wracking, but we do our very best to make sure every bride is comfortable and heard in what she hopes for her wedding dress. We truly believe each bride to be unique and aim to give her a completely bespoke experience, as well as aiming to offer bespoke details to give them a dress that is completely their own.“
To offer an unbeatable shopping experience it is essential for bridal boutiques to stay up to date with the latest trends. “At The White Closet we are constantly featuring new designers for trunk shows and pop-up weekends, so our rails are ever-changing," says Molly.
“In-store now is a diverse curated edit of several designers from all over the world. Charlie Brear and HalfPenny from London, Jesus Peiro from Spain, Anna Kara from Poland, Divine Atelier from Romania, and Emmy Mae from Australia. Each speaks to a different audience and showcases a unique design perspective so that we cater to an array of stylish brides,” she adds.
“We are constantly shopping for new brands, keeping tabs on all forms of inspiration, working with photographers and venues to curate and collaborate on photoshoots, so that every bride that walks into our store feels like she is getting her own bespoke experience.”
Another way to provide an unbeatable shopping experience at your boutique is to offer something that your competitors are not. At The White Closet Manchester, their unique style is what sets them apart from anyone else.
“First and foremost, our style here is unlike anywhere else in the country. The first portion of every appointment is set aside to really discuss with the bride what she wants out of her gown and how she imagines it fitting with her venue.”
“We take this information and suggest multiple top and skirt combinations, with the aim to find the perfect duo (or trio!) of styles that are completely unique. We also host styling sessions that include jewellery, hairpieces, bags, shoes, and bridesmaid looks so that the bride gets expert advice on the total look for her big day, adds Molly.”
In addition to this, the boutique has also set up a number of partnerships that will add to the bride’s bespoke experience. “We work with Selfridges to offer Beauty Insider packages that include custom fragrance blending, makeup and skincare consultations and personal styling.”
“Jimmy choo also works with us directly so that each of our brides is invited in for a styling day in their bridal boutique for tea, cakes, and their extensive bridal collection. These are just a few of the ways we think that set us apart and show how special we think each bride should be pampered.”
Having a positive relationship and good communication with your designers is key to offering an unbeatable shopping experience at your boutique. For the team at The White Closet, this has been a crucial part of their offering.
“As we’ve been open for almost ten years, we have long-standing and supportive relationships with all of our designers. We are in talks with them each and every day of the week and they care for our customers just as we do. It is so important for us to work with vendors who share the same values. We see many of them at trade shows throughout the year where we can be surrounded by the latest trends and inspiration,” says Molly.
For business advice like this take a look at How to Use Questions to Guarantee a Sale.