Meeting Customer Needs: Q&A with David’s Bridal on Building Customer Loyalty in Low-Frequency Indust

David’s Bridal launched its Diamond Loyalty program in 2020. Over the past two years, the program grew to over 2 million members. The program is unlike most other loyalty programs, because it relies on crowdsourcing to earn rewards instead of individual members’ purchases. To create the program, David’s Bridal needed to understand its unique customer base and their pain points. For a low-frequency industry like weddings, many customers will not need the service....

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