Now, let’s look at the Cash Wrap Experience through our brides eyes.
Here’s a look at her expectations at the Cash Wrap. and what the VOG looks like…
VOG - CHECKOUT/WRAP UP
● If another guest was purchasing a dress, did you observe a staff member offer a Confetti Celebration moment? (select N/A, if you did not see a guest purchase a dress)
● Did your stylist provide you with a card of your favorite dress(es)?
● Would you describe your visit as a fun and lively environment?
● Did your stylist mention that Vow’d carries bridesmaids dresses and accessories and suggest making an appointment for these options? (select N/A, if you mentioned no bridesmaids or not interested in bridesmaids dresses until choosing the bride’s gown)
● Comments on Checkout/Wrap Up: Describe how the Stylist concluded your experience.
VOG - CHECKOUT/WRAP UP (Guests without an Appointment)
● If another guest was purchasing a dress, did you observe a staff member offer a Confetti Celebration moment: (select N/A, if you did not see a guest purchase a dress)
● Did your stylist provide you with a card of your favorite dress(es)?
● Regardless of not having an appointment, did you feel welcomed, comfortable and a genuine desire by the team to help you?
● Comments on Checkout/Wrap Up: Describe how the Stylist concluded your experience.
POST APPOINTMENT
Another crucial step in her journey is what happens PostAppointment. We continue to engage and communicate with all of our appointment guests after their visit.
This takes 2 distinct forms:
● Brides who convert - Happy brides are our best brand advocates. Once a bride has completed her purchase, we like to send her a follow-up email 24-72 hours after her appointment, thanking her for stopping in and asking her to review her experience on Google.
What does that look like though?
“Megan thank you so much for coming in on Saturday, I had a blast getting to spend time with you and your mom. I feel honored to have been a small part of your big day. If you have the time I would love if you could leave a review about Vow’d and your time with me.The link below will direct you to our page.Thank you again and please reach out if I can help you with anything at all!”
Best, Shelby”
“Hi Roxanne, Congratulations on finding your dream dress, you are going to look stunning on your big day! I had so much FUN during your appointment and feel honored to have been a small part in this exciting new journey you are beginning. If you have the time, I would love if you left a Google review about your appointment experience and working with me.As a new business it helps us build awareness with other brides, like you, who may be considering Vow’d for their dress and bridal look.This link will lead you right to the reviews page: *link* If there is anything you need at all, please don’t hesitate to to reach out. I am here for you!
All the love, Brittney”
● Brides who do not convert - Use your best judgement when deciding when to connect with brides who did not convert in their appointment. Be sure to take notes during her appointment and add them to the comments section of her appointment profile - Did she mention she had more appointments through the weekend? Was she waiting to decide until mom came into town next week?
When you do follow-up with her be thoughtful and courteous in your response.
Here are a few examples of what that might look like:
Here’s a possible Text Message you could send your bride -
“HiAlyssa! Hope you are having a great week!This isAshley of Vow’d Knoxville. I was reaching out to check in to see if you would like to book a second appointment to try on your favorite dress, the Dell! Or if you are ready to “SayYES”, feel free to give us a call at *insert phone number*.
Here’s what an Email to your bride could look like -
“Hi Mary!This is Kaila from Vow’d. I know you mentioned you had a couple of other bridal appointments this weekend and I thought I’d connect to see how they went -Are you still in love with the Beck Dress or has another style caught your attention?”
“We’d love to have you back to try-on your favorites again. Let me know if I can help book you a second appointment - OR - if you’re ready to say YES to the Beck, give me a call *insert phone number* and we’ll get your order in today!
All the best, Kaila”
