Anomalie is a direct-to-consumer wedding dress company that makes custom gowns to fit brides’ unique style, size and budget. With a background in supply chain management for companies like Apple and Nike, Leslie Voorhees Means, Co-Founder and CEO of Anomalie, started the company out of her own frustration with wedding dress boutiques. “I found a way to make my dress directly with a top workshop, for much less than the stores, and friends started asking me to make dresses for them. Two years later, we are the fastest growing company in the custom garment space and are working with thousands of brides to create their dream dress through an online interface.”
Wedding dresses are an emotional, important purchase for women and 95% are still sold in brick and mortar stores. Anomalie faces a large challenge of replicating the high-touch experience of a boutique with the transparency, customization and value that can come with a direct-to-consumer model.
Anomalie spends months nurturing their brides. From initial outreach until they walk down the aisle, Anomalie stylists are in constant contact. Because of the high-touch nature of the business and the long customer life-cycle, Leslie and her team vetted every support platform on the market over the last two years.
Before making the switch, Anomalie stylists had to log into separate systems for text, phone, chat, email and data visualization. With the customer timeline, stylists are able to bring all information about their customers into a single view and communicate with them across channels.
Having all relevant information in one place allows stylists to focus on building trust as well as meaningful communication with their brides. In fact, in the three months following the implementation of Kustomer, Anomalie’s sales doubled while their marketing spend stayed flat. The team attributes a lot of this to being able to contact brides more quickly and in a more personalized way after signup using Kustomer.
In addition to the customer timeline, the Anomalie team takes full advantage of popular Kustomer features such as powerful time-saving workflows and syncing with their internal database. Leslie explains, “Kustomer is built to sync with, not replace, our internal database, often a core piece of IP for D2C companies. The data we get from brides syncs seamlessly with Kustomer so we can segment customer lists and use information brides provide us to send more personalized communication.”