Selfridges has just raised the bar when it comes to giving customers an experience they’ll never forget with the launch of micro-weddings at its London store this summer. The retailer announced on Tuesday that it has acquired a wedding licence that will allow it to hold ceremonies in its Grade II-listed building on Oxford Street. The retailer is offering three packages, from the Just-The-Two-Of-Us package catering to couples with a maximum of four guests; to the Earth Lovers packag
package designed for couples who want to reduce the environmental impact of their event; to the All-Out-Extraordinary package for couples who want their ceremony officiated by drag icon Jonny Woo.
All packages include pre-wedding outfit appointments with Selfridges’ stylists, hair, make-up and grooming services on the big day, gourmet food and drinks and a decorated wedding suite to say ‘I do’.
“We’re driven by making our customers’ worlds brighter through unforgettable experiences. For those looking for a truly unique way to get married this summer, we’re excited to launch weddings at Selfridges,” Rebecca Warburton, Selfridges’ director of events and customer experiences, said.
‘It’s creating a talking point’
As the UK starts to reopen after a prolonged lockdown, the launch of a wedding venue at Selfridges’ Oxford Street location could help drive much-needed store visits, if only due to the sheer novelty, according to Jana Bowden, an associate professor at Macquarie University Business School.
“As with many department stores globally, Selfridges is trying to pivot to find a way to reinvent the wheel and attract shoppers back in-store,” Bowden told Inside Retail.
“A part of that narrative has been to move to experiential retail and maximise its unique offerings and services in-store. Offering micro-weddings is a clear example of trying to drive foot traffic up through novel store activations.
“It’s an attempt to make the brand relevant, get it into the awareness set and because of its sheer novelty, it’s creating a talking point for consumers.”
Bowden noted that Selfridges is suffering a “double-whammy effect” with the loss of CBD foot traffic, as many people continue to Zoom rather than commute to work and international tourists stay home due to travel bans.
“It’s a store that has traditionally relied on sales from wealthy clientele. Foot traffic has simply collapsed,” she said, noting that Selfridges has already shed 14 per cent of its staff to try to offset the cost of its sliding sales.
“It’s been an annus horribilis for Selfridges.”
‘Absolute genius idea’
At the same time, Bowden believes there’s an underlying sales opportunity in weddings.
“In the UK, there are 280,000 weddings every year and more than 260,000 of those have been affected or postponed by the pandemic,” she said.
According to Selfridges, these postponements have created a logjam of bookings, and many newly engaged couples are struggling to find available venues.
“Whether consumers are willing to drop their dream destination weddings in favour of tying the knot alongside the racks of department store merchandise and mannequins is, however, yet to be seen,” Bowden said.
But the response to Selfridges’ announcement of the move on social media suggests there are many people for whom a department store is the perfect place to celebrate a lifelong commitment.
“Absolute genius idea,” a personal stylist who goes by Lucyqueenofshebay on Instagram wrote. “[H]air, make up, dress/suit, champagne and the actual marriage – all under one roof.”
Why not?
While some might see the move as a mere marketing gimmick, when it comes to experiential retail, Selfridges has a strong track record of pushing the boundaries, according to Simon Stacey, creative director at YourStudio APAC, which has worked with the department store on other projects.
“They consistently lead the way in showing us what’s new, reflecting the cultural zeitgeist and taking the position of progressive retail thinking,” Stacey told Inside Retail.
“From pioneering regenerative [and] sustainable retail, to championing societal causes and putting new ideas up for debate, [Selfridges is] an ‘always-on cathedral of culture and debate’. And now weddings…why not?”