Allure Bridals recently unveiled a complete revamp of its website to showcase its collections and individual gowns in dramatic video and inspiration-oriented imagery to further entice brides-to-be through a sophisticated and trackable lead management system for its partner stores.

Essentially Allure has significantly expanded its store search function and created a platform in which a bride driven to its website through extensive social media marketing can conveniently select gowns, create a Dressing Room of favorites, select Try it On for a list of Allure partner stores in her area, then has the option of directly booking an appointment with a specific qualified store.

Stores topping the search results are “qualified” by their actively tagging Allure on social platforms.There are no fees for the store, and no additional minimum buy requirements.

Once an appointment request is made, the store is emailed all details including bride’s contact information, preferred appointment dates, day of event and number of appointment attendees. Additional follow-up e-mails are sent to the store and the bride to confirm that contact is made and to further track the lead.
Allure’s online digital appointment program can be linked to a store’s BridalLive account for direct booking, or used to email appointment requests and details directly to the store.

“In redesigning our website, we heavily prioritized utilizing our digital marketing platforms to promote the stores,” explained Allure Bridals CEO Kelly Crum. Helping generate and manage qualified leads of brides, mothers, and bridesmaids directly to the store was the primary goal and focus driving the revamp.

Allure worked on the upgraded site for more than a year relying heavily on a group of key bridal boutiques for input and review of features.

The effort was spearheaded by IT expert and Allure CTO Alfred Miranda, with senior project manager Lorena Pena, who suggested that additional features and data management tools are under development and may soon be released.