As a next step in the direction of a digital-first, omnichannel experience, David’s Bridal is teaming with mobile wallet marketing automation platform Popwallet. The bridal and special occasion brand will have the ability to engage directly with shoppers in a "personalized, innovative, and dynamic" fashion via mobile wallets such as Google Pay and Apple Wallet with the partnership, according to an announcement.
David’s Bridal Chief Marketing and IT Officer Kelly Cook said in the announcement, “We have a smart, mobile-savvy, hyper-digital customer and she wanted ease, simplicity, and flexibility. This is another step in providing exactly what she wants. We are always looking for new and innovative tools to connect with her and we will not stop looking for new ways to surprise her, to delight her, and to serve her.”
Popwallet’s technology will enable David’s Bridal to provide shoppers with connected and personalized experiences with dynamic coupons, rebates and offers, among other elements. The retailer, which has over 300 retail locations throughout the U.S., U.K. and Canada as well as franchise stores in Mexico has been intensely focused on how to simplify and bolster the shopper experience.
The newest announcement comes on the heels of other digital initiatives.
In April, news surfaced that David’s Bridal launched its virtual appointment and virtual stylist experience during temporary store closures brought about by the pandemic. At the time, it was noted that over 300 stylists from across the country would be accessible to customers to “guide, inspire, personalize, and help bring their wedding vision to life” per an announcement at the time.
Shoppers can text a digital stylist with the initiative and receive advice on measuring and locating a dress that is ready to ship as well as other tasks. In addition, they can reserve a virtual appointment with a stylist who can offer a customized experience since shoppers complete a style quiz prior to their appointments.