David's Bridal, a traditional retailer heavily reliant on in-person experiences, rapidly transformed its operations during the pandemic by embracing digital solutions. This episode details how the brand quickly implemented virtual stylists, curbside pickup, and leveraged AR and AI to maintain sales and customer engagement, even generating $1 million in gown sales via text. It's a masterclass in adapting to disruption and modernizing a legacy business.
Key takeaways
Implement rapid digital transformations: David's Bridal launched curbside pickup and virtual stylists within two weeks, demonstrating agility in crisis. Retailers should have contingency plans for quickly deploying new customer service models.
Embrace new communication and sales channels: Selling $1 million in gowns via text highlights the importance of meeting customers where they are, even on unconventional platforms.
Leverage technology partnerships for quick innovation: Collaborations with AR company Vertebrae and AI concierge Zoey enabled David's Bridal to enhance the virtual shopping experience without lengthy internal development.
Prioritize a problem-solving culture: The ability to adapt and innovate stemmed from a culture relentless about solving customer problems, a crucial element for navigating unforeseen challenges.
Utilize diverse digital content strategies: Beyond e-commerce, David's Bridal used virtual fashion shows, YouTube Live, TikTok, and Instagram Reels to maintain brand visibility and engage customers creatively.
The bridal industry, one of the many markets that rely on in-person customer experiences, was not spared by Covid-19.
However, “snowmageddons, hurricanes, Covid, murder hornets -- nothing can cancel love,” said Kelly Cook, chief marketing and IT officer at David’s Bridal, on the latest episode of the Glossy Podcast.
“It’s a fun time to be in our business,” said Cook, who spent a year facilitating virtual wedding gown and bridal face mask shopping. She expects a 25-40% increase in weddings in 2021, “now that vaccines are out and the country’s opening up.”
The height of the pandemic last year did not equate to a full stop in the bridal industry, however. While “about 10% of the brides just canceled their weddings,” according to Cook, “out of the remaining 90%, about half of them already moved their weddings into this year. The remaining half moved their weddings into fall of [2020].”
For the brides that did get married during the pandemic, David’s Bridal was quick to adapt to their needs with solutions, like the production of “70,000 [face] masks in all colors," as well as improvements to its technology, according to Cook.
“We've modernized and digitized our company,” said Cook. “Within a two-week period, we implemented curbside pickup and we implemented virtual stylists.” The latter was possible through partnerships with augmented reality-focused company Vertebrae, as well as Zoey, an automated concierge system, she said. “We sold $1 million in gowns just through text,” said Cook. “We wouldn't have been able to do any of that if we had not had a culture here of serving her and being relentless about solving problems.”
Additionally, David’s Bridal hosted its first virtual fashion show in May 2020. It also found success with a YouTube Live channel “of nothing but wedding videos,” as well as with new TikTok and Instagram Reels accounts. Customers have benefitted from the changes, as well -- particularly those who have signed up for the company's new Diamond Loyalty Pr
What does this episode say about retail & omnichannel?
Implement rapid digital transformations: David's Bridal launched curbside pickup and virtual stylists within two weeks, demonstrating agility in crisis. Retailers should have contingency plans for quickly deploying new customer service models.
What does this episode say about dtc strategy?
Embrace new communication and sales channels: Selling $1 million in gowns via text highlights the importance of meeting customers where they are, even on unconventional platforms.
What does this episode say about brand & content?
Leverage technology partnerships for quick innovation: Collaborations with AR company Vertebrae and AI concierge Zoey enabled David's Bridal to enhance the virtual shopping experience without lengthy internal development.
What does this episode say about ai & automation?
Prioritize a problem-solving culture: The ability to adapt and innovate stemmed from a culture relentless about solving customer problems, a crucial element for navigating unforeseen challenges.
What does this episode say about retail & omnichannel?
Utilize diverse digital content strategies: Beyond e-commerce, David's Bridal used virtual fashion shows, YouTube Live, TikTok, and Instagram Reels to maintain brand visibility and engage customers creatively.
