Between buying shoes, jewelry, accessories and most importantly a wedding dress, it is not uncommon for brides to rack up thousands of dollars in expenses. Despite the big-ticket purchases, the one thing that’s almost always missing from brides’ shopping experience is being able to access a loyalty and rewards program.
That is an unmet need that David’s Bridal, the nation’s leading bridal and special occasion authority, is seeking to address with the launch of its loyalty program officially dubbed “Diamond, Loyalty Program by David’s.”
The company has partnered with Popwallet, a mobile wallet customer experience platform, to deliver exclusive offers directly to its customer’s phones immediately after they sign up.
The idea behind the loyalty program, according to David’s Bridal’s Chief Marketing and IT Officer Kelly Cook is to not just enable a rewarding experience for brides, but also deliver it in a way that matches their digital-first shopping and payment preferences.
“We are always looking for new and innovative tools to connect with her and Popwallet allows us to deliver contactless consumer experiences and engage with her on a new channel, in a new way,” Cook said in a recent interview with Retail Bum. “So, no more printed signs or coupons that could be lost, we can now serve her the outstanding offers and deals she deserves directly to her smartphone.”
The company’s rollout of its loyalty offering comes at a time when consumers are increasingly preferring to shop with brands that make them feel valued, and also extend innovative and personalized shopping experiences. According to a Bond Brand Loyalty study, 79 percent of customers indicated that they were more likely to purchase from a brand or retailer and continue to purchase from them if they had a loyalty program.
“We have spent significant time over the past year dreaming up ways to better serve David’s Bridal bride as she plans and prepares for her wedding,” said Jim Marcum, Chief Executive Officer of David’s Bridal. “David’s Bridal goal with Diamond is to give her and her bridal party value she can’t find anywhere else, whether she is looking for additional ways to save, access to partners, or is coveting a one-of-a-kind getaway.”
The Diamond Loyalty Program by David’s is completely free and offers “a diamond” for every $1 spent, which can be used toward purchases such as bridal gowns, bridesmaid’s dresses, accessories, and even alterations — expenses which can quickly add up.
The program also offers a sharing initiative that allows brides to earn additional points. To take advantage of the sharing opportunity, members can share their diamond number (phone number) with friends and family to earn extra diamond points when they shop.
The news follows several other digital and contactless offerings the company has sought to extend this year, including messaging concierge on Apple Business Chat and Google Business Messages, an online style finder for brides and bridesmaids, bridal and bridesmaids, virtual stylists and virtual video appointments, the launch of 3D+AR technologies, a partnership with buy now, pay later (BNPL) payment solution provider Affirm, the launch of an All in One Alterations Program and a partnership with Popwallet to deliver contactless customer experiences at scale through mobile wallets like Apple Wallet and Google Pay.
“We have been reimagining wedding preparation through a bold digital transformation that has included innovating to meet the needs of David’s Bridal consumers through virtual and online solutions,” Cook said.
The company’s investment in these technological solutions follows a significant shift in how brides are preferring to shop for their weddings. Before the start of the pandemic, nearly 90 percent of David’s Bridal customers made purchases at one of the company’s 330 stores.