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The idea for this Online Bridal Boutique arose at the end of last year (2007), when a review of the very successful Calèche site (www.caleche.com.au), which receives thousands of visitors each month, showed that many of these visitors, while they like what they see on the site very much, are unable to purchase a Calèche bridal gown because they can't access a stockist. Calèche Online Bridal Boutique, which is independent of Calèche, has been created specifically as a service for these brides, as should be clear from our Mission Statement.
Research into existing online bridal shops in Australia and elsewhere quickly revealed that the standard way of selling wedding dresses on the Internet is to sell them at a discount. This was not an option in the case of Calèche, so, as there was clearly a genuine interest in Calèche designs being available for purchase via the Internet, some original research was required to find out how that interest could best be responded to.
To find the answer we decided to get the views of brides-to-be who were looking for bridal wear online, including those who visited the Calèche site. A number of strategies were trialled, not all of them equally successful. The one that proved most effective was the Calèche Online Bridal Boutique Launch Competition in which brides were offered the chance to win a Calèche Online Bridal Gown by answering the question:
What would Calèche Online Bridal Boutique need to do to make you feel comfortable about
buying a Calèche Bridal Gown online via the Internet?
This web site and the unique way of offering bridal wear for sale online which it represents is the result of the advice brides have given us through the Competition.
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