Crowdsourcing Loyalty: How David’s Bridal Creates Value for Customers in Low-Frequency Industries

Most brides don’t plan on getting married more than once. So, when David’s Bridal decided to create a loyalty program, the brand had to look beyond the traditional reward program. Traditional rewards programs rely on members making consistent purchases, earning points on every purchase, and redeeming points for discounts and free stuff. For the wedding industry, a traditional loyalty program would require consumers to purchase multiple wedding dresses to earn points. To....

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