THE CONTAINER STORE: BLOWING UP BRIDAL REGISTRY

Problem: Charged with building bridal registry campaign for The Container Store. The old messaging was not getting people to start a registry or fulfill gifts for the registrant. Action: I worked with the merchants to get a list of product that would be in stock for a least a year. Took that product mix and created bridal showers around our top four departments. I took everyday items and worked with the stylists to create party favors, DIY instructions went along with each idea and expanded the "Tips" section of the website. For each party products were used to create the theme and through the writing in the catalog and website were encouraged to be left for the bride after the party. Results: New Bridal Registries were created, and old registries were added to and 80% of the items on the list were purchased. A new revenue stream was created by showing our customer creative ways to use our product and sales of the SKU's shown in the catalog were up 25% to LY.