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Agenda & Speakers

Crowdsourcing Loyalty: How David’s Bridal Creates Value for Customers in Low-Frequency Industries

Wednesday, May 10, 2023 - 9:45 AM - 10:25 AM
Most brides don’t plan on getting married more than once. So, when David’s Bridal decided to create a loyalty program, the brand had to look beyond the traditional reward program.

Traditional rewards programs rely on members making consistent purchases, earning points on every purchase, and redeeming points for discounts and free stuff. For the wedding industry, a traditional loyalty program would require consumers to purchase multiple wedding dresses to earn points.

To create its loyalty program, David’s Bridal had to reverse engineer it customer loyalty approach creating Diamond Loyalty, where the bride earns points for every dress purchased for her wedding: the wedding dress, bridesmaids dresses, mother/mother-in-law dresses, and guest dresses.

Kelly Cook, Chief Marketing & IT Officer for David’s Bridal, will discuss brand’s innovations in customer loyalty, how the Diamond program works, how the brand creates value for customers in a low-frequency industry, and how partnerships play a pivotal role in their value-based approach.

In the Diamond program, instead of consumers earning points on their own purchases, they earn points on purchases made for their wedding as a whole — both through guest and partner affiliate purchases. Once the bride hits 5000 points, David’s Bridal pays for her honeymoon. In this way, the brand realized they could reduce the stress of its customers by taking some of the financial burden from wedding planning while building customer loyalty and encouraging sales.

Key Take Aways:
  • Insights and best practices from creating a completely new kind of loyalty program while providing meaningful value to customers
  • Building emotional loyalty in creative ways, even in a low-frequency industry
  • How partnerships and value-added offerings can deepen loyalty with your best members

Speakers

Kelly Ann Cook, Chief Marketing and IT Officer, David’s Bridal

Kelly Cook is a seasoned omni-channel, digital, and marketing executive who thoroughly enjoys the challenges of growing companies and transforming brands. She specializes in centering brands around the customer, advancing brands down the digital path, and galvanizing a workforce behind growth strategies. Her successes include substantial profit increases and stock growth relative to company competition and participatory growth sectors. Her industry experiences are as diverse as they come, from airlines to recycled waste to fashion to big box retail to home décor and brides. Companies include Continental Airlines, DSW Designer Shoe Warehouse, and Pier 1, and now David’s Bridal where she proudly leads marketing, IT, digital, harmonious experiences, analytics and insights plus ecommerce. She was named one of Business Insider’s 2021 CMOs to watch and recognized by Harvard Business School as one of 2003’s Most Dynamic Women in Business. She considers herself a leader with a servant’s heart who is thrilled by ordinary folks doing extraordinary things. She has an MBA and a Masters of Finance from Tulane’s Freeman School of Business.
 

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