Brands and retailers that specialize in formal events and big “life moments” (think weddings, proms and the like) need to think about customer loyalty — how to win it and how to keep it — in a completely different way.

For example, David’s Bridal has leaned into community and crowdsourcing to create programs that allow consumers to build beautiful life moments. During this episode of Retail Remix, Kelly Cook, the President of Brand, Technology and Finance for David’s Bridal, shares how the brand has: 

• Developed the Diamond Loyalty Program to reimagine the way friends and family members can contribute to weddings; 
• Applied trends and learnings from the Diamond program to develop a prom iteration that has supported its partnerships with schools; and
• Collected data and insights about Gen Z consumers to refine its approach to retention marketing and content creation across key channels such as TikTok. 

RELATED LINKS

• Visit the David’s Bridal website 
• Follow David’s Bridal on TikTok
• Connect with Kelly Cook on LinkedIn
• Download Retail TouchPoints’ latest loyalty research

Kelly Cook will be speaking at the Retail Innovation Conference & Expo to share more insights into how David’s Bridal is rewriting the loyalty playbook. Click here to get your ticket and get more

2024 Retail Innovation Conference & Expo

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