BRIDAL BENEFITS: With competition from e-tailers growing, traditional retailers are looking for new ways to differentiate themselves. Kleinfeld’s strategy is to offer more services. The bridal retailer has launched a free hotel booking service specializing in weddings. Kleinfeld promises to get the best rates, with up to 30 percent off for group bookings. Finding hotel rooms for out-of-town guests can be a big headache for brides. Kleinfeld advises couples do not have to worry about getting stuck paying for unfilled rooms because it will negotiate “the best possible contract.”

The wedding emporium, located on West 20th Street, has been in business for 60 years, so it knows a thing or two about the sartorial needs of brides. Kleinfeld claims to offer the largest assortment of wedding gowns from U.S. and international designers and holds at least least one trunk show a day at the flagship to introduce new collections and showcase established ones. Other ways that it tries to streamline the wedding process — and make money along the way — includes opening a paper boutique for wedding invitations and thank you cards. On its Web site it lists preferred caterers, florists, event planners and photographers. There’s even a link to HitchSwitch, an easy way for brides to change their names.