2021 Retail Innovator Awards Spotlight: Kelly Cook of David’s Bridal - Retail Innovation Conference & Expo

2021 Retail Innovator Awards Spotlight: Kelly Cook of David’s Bridal

The Retail Innovator Awards were designed to recognize the retail leaders driving positive change for their organizations, whether in the form of new tech implementations, new store concepts or new cultural initiatives. But this year in particular, we wanted to spotlight executives who took new-world challenges and turned them into opportunities. 

For the next few weeks, we’ll be spotlighting our 2021 winners because they deserve the extra kudos and you deserve the inspiration. 

First up is Kelly Cook of David’s Bridal. 

Here’s Why Kelly is an Innovator

Over the past year, David’s Bridal has completely revamped the bridal shopping experience and Kelly has been instrumental in this process. The pandemic accelerated the company’s digital transformation that tightly integrated online and in-store experiences. 

Bridal retail, which has long been an in-person, in-store experience, is now an omnichannel journey. Kelly led innovation teams in the development of:

  • A virtual styling program to serve customers during the shutdown; 
  • Customer service via Zoey chatbot; 
  • A new Diamond Loyalty program; and 
  • Online customer profiles that provide a seamless transition to in-store engagement. 

The Results Don’t Lie

These new initiatives have allowed the brand to meet customers desires to research online or through virtual appointments and then enter the store to make a final decision. In addition, the brand is now collecting more information about customers to support a more personalized experience with the Diamond Loyalty program (find pic for this). When customers (and their bridal parties) sign up for the program and spend $5,000, they are eligible to win a free honeymoon. 

Because all behaviors and shopping patterns are recorded via the program, David’s Bridal can better understand trends and consumer habits to successfully tailor assortments and marketing initiatives. The Diamond Loyalty program was launched in December 2020 and has more than 750,000 members to date. 

Want to hear more inspiring stories like Kelly’s? Check out the full report and stay tuned to this blog to learn more about our other winners! 

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