The free program gives each member her own loyalty code that she can share with friends and family, including her bridal party, to use to earn points throughout the wedding planning process.

Wedding dress retailer David’s Bridal Inc. launched its first-ever loyalty program called Diamond Loyalty Program on Dec. 8. The program is free to join and shoppers receive coupons to use on as soon as they sign up.

“We have spent significant time over the past year dreaming up ways to better serve our bride as she plans and prepares for her wedding,” says Jim Marcum, CEO of David’s Bridal. “Our goal with Diamond is to give her and her bridal party value she can’t find anywhere else, whether she is looking for additional ways to save, access to partners, or is coveting a one-of-a-kind getaway.”

Members earn one diamond point for every $1 spent with David’s Bridal both in-store and online on products such as wedding gowns, bridesmaids’ dresses, accessories and alterations. The loyalty program has four tiers: Welcome, 0–2,999 points; Shimmer, 3,000-3,999 points; Shine, 4,000–4,999 points; and Sparkle, 5,000+ points.

Each level unlocks free gifts from David’s Bridal and other businesses it works with, such as a free tote full of products for a honeymoon, luxury handbags and accessories, deals with hotels and resorts for honeymoon destinations, among other rewards. The Sparkle level rewards the member with a free honeymoon package, which can be chosen from one of David’s Bridal’s resort and hotel partners.

In addition, each member has her own loyalty code that she can share with friends and family, such as her bridal party, to use to earn points throughout the wedding planning process.


“It really allows the bride to create her own community for the wedding and have that community contribute towards her loyalty points,” says a spokeswoman for David’s Bridal.

David’s Bridal says it decided to launch the program during the holidays because it is a key time for engagements. About 40% of engagements occur between Thanksgiving and Valentine’s Day, according to The Knot’s 2017 Jewelry & Engagement Study. And David’s Bridal says its peak sales season is usually after the new year when brides begin planning their weddings following these engagements.

A loyalty program isn’t the only feature the merchant has recently added to connect with its shoppers. David’s Bridal recently integrated site features like augmented reality and virtual appointments to accommodate shoppers amid the COVID-19 pandemic.

Since launching AR in September, David’s Bridal says it has had a 30% lift in ecommerce transactions for shoppers that use the AR feature. The retailer also says that transactions increase 30% and appointment bookings increase 100% after a consumer uses the AR tool.


“Our digital-first initiatives address both the shift in consumer behavior from COVID, as well as the natural evolution of consumers looking for innovative, efficient and personalized ways to shop,” says a spokeswoman.

David’s Bridal says it has more plans in development for 2021 that incorporate technology to create a more personalized experience for the customer, but the retailer declined to reveal specifics at this time.

David’s Bridal is No. 476 in the 2020 Digital Commerce 360 Top 1000.