David’s Bridal customers say yes to new loyalty program

Dan Berthiaume
Senior Editor, Technology

The nation’s largest bridal retailer reports that more than 500,000 customers have said “I do” to Diamond, Loyalty Program by David’s.

Launched in December 2020, what David’s Bridal calls the first national loyalty program designed around a bride and her wedding has reached over 500,000 members. 

According to David’s, the return rate of members is half the rate of non-members, and members purchase 30% more accessories than non-members. The most commonly used member benefit is $20 off all bridesmaid dresses The two stores with the highest membership rates are in Jonesboro, Ark. and McAllen, Tex., and every U.S. state with a David’s store has members in the program. Over 30 customers have achieved the highest level of reward – a free honeymoon or getaway.

Diamond is completely digital, and is one of many steps in an ongoing digital transformation at David’s. Other efforts the retailer has made at digitalization in the past 18 months include launching an AI-based mobile concierge bot, providing augmented reality (AR) and 3D visualizations of dresses, an omnichannel wedding lookbook, and a livestreaming partnership with YouTube.

"We have spent significant time over the past year dreaming up ways to better serve our bride as she plans and prepares for her big day," said Jim Marcum, CEO of David's Bridal. "When we launched Diamond, our goal was 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 thrilled with the overwhelmingly positive response and honored to be able to provide such a meaningful and beneficial program to our valued customers."

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

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