David's Bridal has been rapidly rethinking the way they connect with their customers. The brand has implemented a conversational marketing strategy by providing a two-way communication channel. Since launching, over 95% of David's conversations with customers are digital interactions and as a result their customer care Net Promoter Score is 81, demonstrating a strong adoption from the customer. By expanding their customer support offering, the retailer can not only meet couples wherever they are in their wedding planning but also provide them with the real-time support they need.
"24-hours a day and seven days a week conversational marketing is another advancement in our strategy to serve her on her terms,” said Kelly Cook, chief marketing & IT officer at David's Bridal. “We know from our Pearl Report, which gathers customer insights that 80% brides feel stressed or overwhelmed during her planning journey. Yes, she's up at 2 a.m. worrying about color matching within her bridal party who live all over the country or the best bouquet for a beach wedding or how close is she towards earning her free honeymoon with her Diamond membership. We have committed we will be with her anytime on her journey – including in the middle of the night. And it's so easy to use – just text us. Our goal is to serve her – and that means 'anytime support', fully bridging their digital and in-store experience, and beyond. We want to walk alongside her throughout her entire wedding journey and beyond."
The announcement of their around-the-clock customer service is the latest advancement in the transformation for David's. The bridal retailer continues to unveil innovative solutions to better serve their customer including the launch of Diamond, their loyalty program, the addition of 3D and AR technologies on their website, their Virtual Stylist and Appointment Experience, their exclusive partnership with The Black Tux, and their added payment solution through Affirm.