Daily Insights

Macy’s Says ‘I Do’ to Wedding Registries

By: Mackenzie Baker | Jan 29, 2020

Macy’s and matrimonial site Zola are coupling up to create the ultimate wedding registry. 

Soon-to-be wedded couples can register for Macy’s goods via Zola’s site for access to more than 2,000 exclusive and private label items. Potential gifts include bedding, barware, towels, and dinnerware—all eligible for free shipping when ordered through Zola. Working with Zola exclusively for wedding shoppers could help Macy’s to tap into a new digital consumer base, allowing couples to create a curated list of Macy’s products in their registries. The partnership will allow the department store to fulfill orders placed through Zola’s site, creating an efficiently streamlined process for shoppers. The move makes sense for Macy’s, which has leaned on digital strategies in the past to distinguish itself as the top department store brand in Gartner’s report on the sector. 

Additionally, the partnership arrives on the heels of Macy’s scaling back its brick-and-mortar focus to instead spotlight digital initiatives. As such, the company has increased its e-commerce focus, even introducing same-day delivery for a limited time. But it’s not the first mega store to make ties with a digital disruptor. David’s Bridal recently introduced a text bot—Zoey—that will work as a concierge service for customers in partnership with Apple Business Chat. Zoey will allow customers to create wedding checklists, vision boards, and customized pages on the David Bridal website. 

The wedding industry has many fierce competitors, with Zola being a top challenger in the sector. Zola’s partnership with Macy’s could make registry shopping a breeze for guests, and may launch a flow of brand partnerships in the wedding industry.