Building a digital empire is no easy feat – just ask Kellee Khalil, CEO and founder of the popular wedding site Lover.ly. Created with passion and backed by research, this one-stop searchable shop for wedding inspiration and expert advice has revolutionized the way brides can plan their dream weddings.
Lover.ly is a “wedding inspiration and e-commerce engine that allows brides, grooms, and enthusiasts to discover wedding ideas, receive tips, purchase wedding products, evaluate who to hire for their weddings, and share their findings.”
By analyzing the articles, photos and products brides are interacting with, Lover.ly can produce more accurate search results and, eventually, collaborative collections that are on-trend and reflective of today’s brides’ tastes.
It all begins and ends with data.
Unlike other inspirational websites and social media platforms, Lover.ly provides content based on what brides are searching for.
“Our proprietary data will no doubt be used in the products we market to [consumers],” she said.
This not only applies to the e-commerce partnerships the company pursues, but also to the timely articles and thoughtful social media posts the Lover.ly staff provides to its audience.
With the power of social media, apps and mobile technology, there are no limits to when or where they interact and engage. “The wedding world has arguably one of the most socially active audiences,” Khalil said.
For example, Khalil notes that roughly half of Lover.ly users are accessing the website from a mobile device.
What does this say about the average bride? She needs a fast, easy and convenient way to find everything she needs for her big day. Months’ worth of searching in local bridal shops and boutiques for the perfect accents for a themed wedding can now be accomplished in a matter of hours from anywhere. Not only is a bride able to search for her ideal dress, she can purchase the exact dress she’s been looking for from the Lover.ly website.
And how did Lover.ly create its flawless dress line? It began with data.
“The insights we have related to what pictures and products brides are engaging with on Lover.ly allows us to develop specific collections that brides and bridesmaids are searching,” Khalil said. “To design the collection, we combined trending keywords based on platform engagement, search, email and social metrics with each designer’s style and aesthetic.”
From there, Lover.ly created an entire collection inspired by today’s bridal trends. This intense focus on providing search results that are customized for the consumer is the cornerstone of the company’s success.
Lover.ly has transformed consumer data into relevant content, a successful dress line and a search engine scoured by thousands of wedding planners.
Where does Lover.ly go from here? Khalil hinted at several other curated collections on the horizon, including floral arrangements by H.Bloom, vintage wedding decor by Etsy and a wedding website partnership with event website and management platform Splash.
Ginger Daril is a public relations manager with Verizon Wireless. Follow her on Twitter at: @VZWGinger.