David’s Bridal launches its first-ever loyalty program — with honeymoon twist

The nation’s largest bridal retailer is launching what it calls the first national loyalty program designed around a bride and her wedding.

The new shareable loyalty offering, called Diamond, Loyalty Program by David’s, is free to join and delivers exclusive mobile offers to customers as soon as they join, via the retailer’s existing partnership with mobile wallet marketing automation platform Popwallet. Members earn one “diamond point” for every dollar spent, and can share their loyalty numbers with friends and family to help earn points toward gifts, which at the highest level include a free honeymoon or getaway.

Diamond is completely digital, and is the latest step in an ongoing digital transformation at David’s. In addition to partnering with PopWallet, other efforts the retailer has made at digitalization in 2020 include acquiring online wedding site Rustic Wedding Chic, launching an AI-based mobile concierge bot, providing augmented reality (AR) and 3D visualizations of dresses, accepting online installment payments, and offering virtual styling services.  

"We have spent significant time over the past year dreaming up ways to better serve our bride as she plans and prepares for her wedding," said Jim Marcum, CEO of David's Bridal. "Our 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."

"We are beyond thrilled to unveil a way to serve her which is unprecedented in our industry," said Kelly Cook, David's Bridal's chief marketing and IT officer. “Diamond is easy, simple to use, and completely digital – with everything she needs right in her phone. We let her know when she is close to a reward level and when it's time for her to redeem her free gifts."

David’s Bridal operates more than 300 stores located across the U.S., Canada, U.K., and franchise locations in Mexico.