Daily Insights

Say ‘I Do’ to Department Stores

By: Mackenzie Baker | Feb 18, 2020

Fortnum & Mason is bringing the joy of Las Vegas weddings all the way to London. 

Londoners can treat themselves to a tiny chapel wedding (with a side of shopping) in the center of the Fortnum & Mason department store, where the “Chapel of Love” will be operating through the month of February. The chapel will be surrounded by the store’s prominent spiral staircase and will include Sin City-esque neon signs welcoming guests into the chapel. The company wants the chapel to be for more than just weddings, however, declaring it to be perfect for those looking to celebrate an anniversary or renew their vows, as well. Fortnum’s is a licensed wedding location, and even held a contest leading up to Valentine’s Day to “pamper” a special couple with a ceremony inside the chapel followed by an afternoon tea at the store’s Diamond Jubilee Tea Salon. The brand promoted the sweepstakes on Instagram using the hashtag #Fortnums and announced the winner on the brand page, encouraging anyone who entered to follow the account to see the competition results. 

Fortnum’s wedding chapel is a fun, albeit very unique, method of engaging with consumers in-store. Department stores have been embracing experiential marketing, according to a Gartner report on the topic, just as Fortnum is doing by adding a touch of whimsicality to traditional brick and mortar. In addition to the Valentine’s Day special, Fortnum has been promoting the chapel heavily on its social media, even creating an Instagram story highlight series for fans to get an inside look at the limited-time wedding venue. 

As such, Fortnum is treating a few lucky couples to a one-of-a-kind wedding experience by embracing Valentine’s Day via more than just store promotions and sales. By doing so, the brand might give other department stores something to think about when it comes to going the extra mile to get customers to stores.