Amazon

Amazon Takes Its Wedding Registry Omnichannel

Domino has announced that it is partnering with Amazon Wedding Registry to launch an interactive and shoppable experience.

The collaboration will include a special print magazine, pop-up event and microsite. Couples will be able to browse curated registry items at the pop-up in New York, which will be located at the Museum of Modern Love, from Oct. 11 through Oct. 13. While there, couples can scan items that will automatically populate their Amazon Wedding Registry cart.

After looking at the items in-person, future brides and grooms can shop from the pages of the magazine using Amazon’s SmileCodes. The print issue will launch nationwide on Oct. 15, and feature products available on Amazon, curated by Domino. It will also include expert picks from Jonathan Adler, Camille Becerra, Ellen Bennett, Hannah Bronfman, Doan Ly, Jessie Randall and Christina Tosi. The “Get The Look” pages will showcase real weddings and couples.

“Weddings are looking cooler than ever, and there’s no longer a prescribed formula for what a couple, family or celebration should be,” said Domino Editor-in-Chief Jessica Romm Perez in a press release. “In collaboration with Amazon Registry, we were inspired by the many ways we could help our readers navigate the often-confusing days of pre- and post-wedding bliss. We wanted to create an inclusive guide to life and love, and to inspire couples to not only prep for their wedding, but also for a lifetime together.”

As wedding planning has changed, many high-end bridal retailers have had to adjust their business models. Earlier this year, Michael C. Fina, a New York City jeweler and fine goods merchant that had been in business since the Great Depression, was shutting down. While its brick-and-mortar store closed in 2016, the retailer tried to make do with an online presence. When that didn’t work, it moved its online store to Amazon.

According to the Fina website, “We have found that the emotional aspect of the Michael C. Fina in-store experience — made all the more special when shopping for significant life events, often alongside loved ones — was not something we were able to replicate online. As today’s consumer continues to shift to a virtual marketplace, we explored all our options to determine the best way to proceed, and it is with heavy hearts that we have decided to close.”

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