May 18, 2010, 2:24 PM

E-retailer helps brides find highly rated caterers, florists, and more

The Knot, which sells wedding supplies online in addition to offering local information and content to help futures brides and grooms plan their wedding days, has launched reviews on its WeddingChannel.com web site.

Zak Stambor

Managing Editor

The Knot, which sells wedding supplies online in addition to offering local information and content to help futures brides and grooms plan their wedding days, has launched reviews on its WeddingChannel.com web site.

The program enables the 1.9 million members of TheKnot.com and its other wedding destination site, WeddingChannel.com, to search and read reviews on approximately 100,000 wedding vendors. The reviews are located at WeddingChannel.com/reviews.

David Liu, CEO of The Knot Inc., No. 335 in the Internet Retailer Top 500 Guide, says TheKnot.com and WeddingChannel.com members have been writing vendor reviews for more than 10 years, but those reviews only appeared on members’ profiles, which are only shared within members’ private networks on the sites. He says the new review program will allow all members to see and post reviews in a dedicated area.

The program also enables vendors to interact directly with TheKnot users by responding to comments and questions, thanking them for positive reviews or to address concerns.

The new review portal comes on the heels of The Knot’s new GiftRegistry360.com service that enables brides and others involved in an upcoming wedding to add products from retailers including Macy’s, Target and Crate & Barrel, as well as any online store, to an online registry that others can access and purchase from.

The registry enables users to link their Knot registry to registries that they maintain at other retailers, such as Macy’s. When an item is purchased, both the retailer and the Knot registry are updated, the Knot says. Other features include a style board, which allows users to drag and drop products on to a virtual canvas to see how products fit together before adding them to their registries. Couples can also comment and share on each other’s style boards. Additionally, users can share a Knot registry with wedding guests via a widget that can be integrated into any social networking web site—including personal wedding web sites, Facebook profiles and blogs.

The Knot reported 2009 web sales $24.7 million, up 22% from $20.1 million a year earlier.

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