As consumers, we are becoming more reliant on the digital world and the convenience of what is available online.
However, organising a wedding has traditionally always been quite a physical process, with brides needing to try on their wedding gowns before they buy, grooms having several suit fittings, and of course, who would want to miss out on the opportunity to have a tasting session at your venue for your wedding breakfast? But with new technologies and social media apps, is it time for the wedding industry to make a transition into the digital world?
To put into perspective consumers’ online shopping habits, one report revealed that approximately 87% of UK consumers have bought at least one product online – with online sales increasing by 21.3% in the year 2016, and forecast to increase by 30% by the end of 2017. The question remains, what does this mean for wedding suppliers? Here, Angelic Diamonds, retailer of unique halo engagement rings and bespoke wedding rings discuss whether it’s time for the industry to plunge into the digital world in order to survive.
The influence of digital
More and more companies are realising that they must conform to the digital world in order to survive. Does the wedding industry have to do the same to remain successful?
The industry has already experienced changes due to the influence of digital. With social media apps such as Pinterest, Instagram and Facebook, brides and grooms can find so much inspiration for their big day with just a few clicks. Modern couples are now using new technology when wedding planning. In fact, 42% of people use social media to plan their wedding – with 41% of brides following photographers on social media, 37% of brides following venues and 14% following florists.
When researching the planning process of a wedding, The Huffington Post revealed that around 6 out of 10 brides are actively planning their weddings through their mobile device: they research gowns (61% of brides, up from 27% in 2011) and search for wedding vendors (57% of brides, up from 22% in 2011).
Instead of picking up a brochure or magazine as previously done by couples, many of them are turning to social media for inspiration now – allowing wedding vendors to use the platforms for advertising. Instagram and Pinterest, which is used by 64% of brides, have now become a couple’s go to platform for all their inspiration, a digital alternative to a wedding fair. Suppliers who have not yet invested time into creating a social media profile for their business could be missing out on free exposure.
The use of social media is extending to the big day too – when asked, over a quarter of today’s modern couples (27%) said they would create a hashtag for their special day.
What does the future hold?
Although other industries are taking the plunge into the online world, vendors in the wedding market must keep in mind that they are operating in an industry different from the rest. Whilst it is likely that companies will need to go digital at some stage to stay up to date with the latest technologies, and keep their head in the game, there might always be a place for them offline within the industry.
As newlyweds are more than aware of, the planning process of a wedding revolves around being able to see and experience in person what you are about to purchase for the big day. It is likely that he industry would struggle to operate solely online, because of the need for physical processes. Wedding fairs have been around for centuries, and there is a reason for that; whilst modern couples use social media for visual inspiration, wedding fairs are still a great way for suppliers to engage face-to-face with potential customers. For most people, their wedding day is the biggest day of their lives so it’s important that they can speak face-to-face with suppliers, and physically see what they have to offer.
There is no escaping the rise of digital and it is likely that all wedding vendors will have to embrace this in some way if they plan to stay afloat. The industry will embrace digital platforms – and couples will use these platforms as a source of inspiration and to help ease the planning process. However, the industry is not yet ready to wipe out all traditional methods of wedding planning. There’s no question that there is still a demand for the physical processes. Maybe, it’s just time for suppliers and other industry professionals to use digital as a means to extend their business and gain more exposure.
