#236: David’s Bridal - The World's First "Crowdsourced " Loyalty Program

David's Bridal is a US-based retailer that specializes in wedding gowns, prom gowns and formal wear, and offers an extraordinary collection of beautiful outfits for all of life's magical moments. 

Already operating over 300 store locations in various countries as well as online, in 2020, David's Bridal stores created an industry first with the launch of their Diamond loyalty program, designed to leverage the buying power of the bride's family and friends to help the happy couple earn a honeymoon of their dreams! 

Kelly Cook, EVP, Chief Marketing and IT Officer for David's Bridal, joins us on this episode to explain this genius idea, the insights that inspired it and its incredible performance so far.

Show Notes:

1. David’s Bridal
2. Diamond Loyalty
3. Kelly Cook
4. 
   

Time Stamps:

03:55 - Kelly’s Favorite Loyalty Program

06:03 - Role of Content as a Loyalty Driver

09:44 - Diamond as a Crowdsource Loyalty Program

11:53 - How did Kelly persuade the Senior Leadership Team to support the program?

29:15 - David's Bridal Lessons Learned During the Launch of the Diamond Program