Karaline Loiterton's online gift registry gives large department stores real competition. With over 10,000 gifts and 300 brands, many of which are exclusive, it's no wonder the company is growing at an excessively fast rate.
Tell us about your online business and how you got started.
I created Wedding List Co in 2003 following a less-than-inspiring experience with a department store registry. We were handed a clipboard and sent off to write down 13-digit barcodes. With each new department we had to find a new member of staff to help us with any questions.
The business has literally flowed in from couples that were desperate for an alternative to the department stores registries; many had heard the horror stories from friends and family. We have organised registries for thousands of happy couples - a small selection from whom you can see testimonials on our website.
We made the bridal registry much easier and convenient for everyone. The Wedding List Co is leading the way with our online department store where you can check out over 10,000 products. Guests can view and buy gifts online in the time it takes to boil the kettle in their coffee break. They can also purchase items over the phone if they'd prefer to hear a friendly voice. The whole process is managed online and problems or questions can be sorted out by emailing an Account Manager.
We currently have stores in Sydney and Perth, which are franchises, and a store in Melbourne. Guests can also make purchases online at www.weddinglistcompany.com.au
Everything we do is about making the process easier and fun for the couple and their guests. From the free bubbly when couples choose their gifts with the help of their personal consultant, to the huge range of gifts and the ability for guests to buy online if they choose - it is all about bringing the registry experience into the 21st century and making it relevant to today's time-poor and service-expectant client.
What have been your major achievements?
Our fully functional website which enables couples to manage their list entirely online
Our addition of a honeymoon and experience registry
option in 2006
The opening of our stores in Perth and Melbourne
Becoming a viable alternative to the monopoly held by department stores
What have been your major challenges?
Getting our suppliers to understand our business and how we differ to a standard retail model in the needs of our orders and turnaround time.
Growing as fast as we would like, while at certain times trying to slow the growth down so it is manageable.
How do you stand out from your competitors?
Service and choice.
Couples choose their gifts from one of our three national showrooms with the help of their own personal consultant while sipping complimentary champagne.
Couples who set up online from interstate or overseas are able to choose from over 300 brands and 10,000 gifts with full descriptions and images.
Guests can purchase online from anywhere in the world and the helpful currency converter and large images makes the buying experience easier.
We have over 300 brands, many of which are exclusive to us.
We offer alternatives to just gifts with a honeymoon and experience registry as well, which means a couple who may have everything can have guests contribute to their dream honeymoon, sailing or cooking lessons, or a unique piece of artwork.
Where would you like to see your business in five years
from now?
In every state, with the greatest choice of gift options in Australia, and a brand awareness similar to Vera Wang or Tiffany's when it comes to getting married.
What are your Top Five Strategies for Success?
Listen to your customers - they often have the best ideas.
Meet and listen to as many other business owners as you can. You will be amazed what small gem might come from someone with a very different business and size.
Try to always look at your industry with fresh eyes to see the opportunities.
Set short-term achievable goals to keep you focused.
Don't diversify from your core expertise too much. Concentrate on your niche.
Karaline Loiterton is the founder and managing director of top gift registry Wedding List Co. Karaline Loiterton created Wedding List Co in 2003. There are now stores around Australia. She was a finalist in the Customer Service section of the 2005 and 2006 My Business Awards.
