Episode 236

#236: David’s Bridal - The World's First "Crowdsourced " Loyalty Program

Published on: 15th June, 2022

David's Bridal is a US-based retailer that specializes in wedding gowns, prom gowns and formal wear, and offers an extraordinary collection of beautiful outfits for all of life's magical moments. 

Already operating over 300 store locations in various countries as well as online, in 2020, David's Bridal stores created an industry first with the launch of their Diamond loyalty program, designed to leverage the buying power of the bride's family and friends to help the happy couple earn a honeymoon of their dreams! 

Kelly Cook, EVP, Chief Marketing and IT Officer for David's Bridal, joins us on this episode to explain this genius idea, the insights that inspired it and its incredible performance so far.


Show Notes:

  1. David’s Bridal
  2. Diamond Loyalty
  3. Kelly Cook

Time Stamps:

03:55 - Kelly’s Favorite Loyalty Program

06:03 - Role of Content as a Loyalty Driver

09:44 - Diamond as a Crowdsource Loyalty Program

11:53 - How did Kelly persuade the Senior Leadership Team to support the program?

29:15 - David's Bridal Lessons Learned During the Launch of the Diamond Program

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.