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07/26/2022

David’s Bridal launches shoppable TikTok campaign

Dan Berthiaume
Senior Editor, Technology
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Davids Bridal TikTok video
David's Bridal customers can shop via TikTok.

The nation’s largest bridal retailer continues to expand its omnichannel capabilities with commerce-driven content on TikTok.

David’s Bridal is partnering with digital advertising platform Kerv Interactive and digital agency partner January Digital to offer shoppable content on the TikTok short video platform.

The platform, combined with strategic audience segmentation and compelling creative, has delivered ad interaction 2x the industry benchmark.

In partnership with January Digital, David's successfully launched a series of shoppable content on TikTok allowing customers to view and shop products directly from their application. Leveraging Kerv Interactive technology, David’s Bridal and January Digital automated and optimized shoppable products in TikTok collection ads.

The retailer ran a focused campaign to launch a select catalog of products across bridal gowns, party dresses, shoes and accessories. David’s Bridal will assess performance and user engagement and evaluate widening the assortment options in TikTok collection ads moving forward.

According to David’s Bridal, initial performance since launching the campaign in June 2022 indicates a click-through rate exceeding twice the average benchmark, with a reach of more than 16 million. The retailer also says it can capture shoppers earlier in their shopping journey and deliver a seamlessly integrated experience.

"We are always exploring innovative solutions that not only make our customers' shopping experience with us a positive one but also meet them where they are shopping," said Kelly Cook, chief marketing & IT officer of David's Bridal. "We know our customers are on TikTok and they love it. Our employees also have a passion for TikTok. It's a natural place for us to expand if customers and employees enjoy the content."

"We are thrilled to provide David's Bridal with Kerv’s one-of-a-kind integration with TikTok," said Jay Wolff, senior VP, revenue & partnership, Kerv Interactive. "Streamlining automation and optimization of shoppable products in TikTok collection ads has driven a meaningful impact in David's Bridal business. With this new automated marriage of content and commerce being massively appealing to marketers, we look forward to continued success helping David's Bridal reach the right consumer in the right moment with the right message."

"This partnership between January Digital, Kerv and David's Bridal is an example of how a brand that knows their customer can use the right strategy and technology to deliver the right message at the right time to the right customer," said Nick Drabicky, senior VP and GM at January Digital. "As a strategic partner for a brand like David's Bridal, it is vital that we use best-in-class technology solutions that can deliver business impact for our clients."

David’s Bridal marches down the omnichannel aisle
In October 2020, David’s Bridal acquired Rustic Wedding Chic, an online guide for planning weddings. This followed the introduction of a number of omnichannel services from David’s during the peak pandemic year of 2020, including an augmented reality-based wedding dress visualization tool and video-based virtual appointments

And since that time, David’s Bridal has remained active in developing new omnichannel options. In February 2021, the retailer launched the “Little White Dress Boutique.” This collection of ready-to-wear dresses is available in all of its brick-and-mortar stores and online, with select styles available to view in 3D and augmented reality. 

In April 2021, David’s Bridal began enabling customers to contact it anytime day or night via the LivePerson-based Zoey mobile CRM tool . The following month, the retailer introduced a new round-the-clock wedding planning channel on the YouTube Live livestreaming platform.

Other key omnichannel services David’s Bridal has rolled out in the past year include the release of print and digital versions of a seasonal guide for wedding looks, designs, and collections; as well as a seamless floral partnership with The Bouqs Company Weddings.

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