In this day and age when you can virtually accomplish everything with a few clicks of the mouse or a simple swipe on a touchscreen phone, you can’t help but think that the wedding industry should keep up with the changing times, and go the digital route. but with all the physical processes involved in planning a wedding, are social media apps and technological innovations enough to get the job done?
Last year, around 87% of UK buyers have purchased no less than one item online – with online deals expanding 21.3% in the year 2016, and figuring to increment by 30% before 2017 ends. This still leaves wedding providers wondering what it means for them. A particular retailer of one of a kind wedding rings and bespoke wedding bands examines whether it’s the ideal opportunity for those in the wedding business to dive into the advanced world, with the end goal of survival in mind.
Because other organizations understand the important role advanced technology plays in steering their business towards progress, does the wedding business likewise need to get a bite off of the “digital pie” to continue being lucrative- or even stay afloat?
Evidently, social media is already making waves in the wedding industry. More brides and grooms turn to apps like Pinterest, Instagram and Facebook for inspiration on planning for their big day. Technology now plays a huge part in helping modern couples find ideas on various aspects of the wedding planning process.
So much so, that 42% of people use social media to plan their wedding. Forty-one percent of brides follow photographers, 37% of brides follow venues and 14% follow florists.
The Huffington Post states that 6 out of 10 brides choose to use their mobile device when planning their wedding. Statistics have significantly shot up since 2011. Previously, only 27% of brides used the internet to research different gowns. Now, the numbers have grown to 61%. The percentage of wedding planners searching for suppliers online has also increased from 22% to 57%.
Social media has undeniably been helpful as an online avenue for wedding vendors to show potential consumers what they have to offer. In lieu of a wedding fair, more and more wedding suppliers are putting effort into building and enhancing their respective social media pages in order to attract patrons. The exposure that social media provides them is simply limitless.
But the involvement of social media doesn’t end there. Even after all the planning is over, 27% of couples would like to come up with a hashtag to use on their wedding day.
How about offline ?
Despite all this digital talk, there seems to be hope that the wedding industry is still capable of surviving offline. Although a lot of businesses will definitely feel the urgency to go digital to keep abreast with the latest in technology, it looks like the wedding industry will still find its niche in the offline world.
For instance, it’s almost inevitable that couples will have to personally meet with wedding vendors before they finally book them. Brides and grooms must attend to food sampling sessions and get fitted for their suit and gown. They have to physically inspect the venue to see if it meets their standards. Face-to-face interaction with suppliers proves to be essential in ensuring that expectations are clearly identified, in order to avoid disappointment from all parties involved. It goes without saying that a couple’s wedding day is one of the most important events in their lives, that’s why details have to be given attention- and more often than not, this is best done offline.
There is an extent to how digital the wedding industry can get. For consumers, going online is convenient when initially looking for ideas, and selecting or comparing wedding suppliers. For vendors, setting up their social media pages helps boost their consumer reach.
The “something old, something new” line commonly attached to weddings couldn’t be more applicable to the wedding industry as a whole. While going digital is undoubtedly the wave of the future (something new), there still are some processes in wedding planning which are best done offline (something old).