David’s Bridal is introducing a one-stop virtual destination for brides-to-be to seamlessly plan their wedding and connect with local vendors.
The bridal and special occasion dress retailer is rolling out Pearl by David's, a comprehensive planning platform and national vendor marketplace designed to virtually combine all wedding elements in one place. By offering a seamless vendor management platform, David’s is moving further into the event planning space.
Pearl by David’s provides resources, discounts, and planning tools; as well as digital content such as tips, blogs and videos. The platform also provides access to thousands of local vendors across the U.S. When customers sign up, they instantly earn 100 points in the retailer’s Diamond loyalty program.
Meanwhile, participating vendors can showcase products, deals, and offerings on their web page within Pearl. All vendors can join for free, showcase their own content, and create their own web pages.
If vendors want access to expanded offerings such as networking groups and in-person events including trunk shows they can upgrade at a starting cost of $49 per month (with expanded premium membership at $119 per month), and cancel at any time. According to David’s, Pearl has vetting technology to ensure only real and relevant vendors appear in individual customer search results based on their search parameters and criteria.
"We are thrilled to launch Pearl. Pearl was developed at the request of our very own brides," said Jim Marcum, CEO of David's Bridal. "Brides told us they wanted easier planning tools, a more seamless experience from planning to buying the dress, and more ways to earn Diamond points. Pearl also addresses pain points and gaps in the market couples experience when planning their wedding."
David’s Bridal marches down the omnichannel aisle
David’s Bridal has been actively expanding its range of omnichannel solutions and services. In July 2022, the retailer began offering shoppable content on the TikTok short video platform.
Other key omnichannel services David’s Bridal has rolled out in the past 18 months 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.
In addition, 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.
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.
And 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.
David’s Bridal operates more than 300 stores located across the U.S., Canada, U.K., and franchise locations in Mexico.