Software that spurs wedding runner sales

Above a gold glitter-dusted floor, artists dabbed paint-soaked sponges onto a yellow brick road made of fabric. It was one of many runners that will line the aisles at wedding ceremonies this year.

The makers of those wedding runners work for the Original Runner Company, a Montclair, New Jersey-based small business.

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"One of the challenges that a lot of brides will face is being married perhaps in a situation where the ground is wet or it's dirty and they don't want their heels to be ruined or the train of their gown to be ruined," said Julie Goldman, founder and CEO.

As Goldman's business grew from a one-person operation, she struggled to keep up with the volume of inquiries and orders until finally deciding to invest in a so-called client relationship manager to keep track of customers.

The Original Runner Company artist painting a wedding runner to be placed underfoot at a wedding ceremony.
Althea Chang | CNBC
The Original Runner Company artist painting a wedding runner to be placed underfoot at a wedding ceremony.

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"For every bride that has a runner at their wedding, they've got seven bridesmaids standing right there that are likely to be married within the next few years. So that business tends to feed itself," Goldman said.

Goldman uses Infusionsoft to keep track of and follow up with clients and potential clients.

The customer relationship management tool Goldman uses has plenty of competitors, like those made by tech giant Oracle, but Goldman said she uses this one in particular because it's specifically tailored to businesses with up to 25 employees.

The service is pricy, with a $1,500 initial fee and a monthly fee ranging from $199 to $599, but Goldman notes that her investment is paid off with the sale of one wedding runner.