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David’s Bridal’s new app closes gap between in-store, mobile shopping

David’s Bridal’s new app closes gap between in-store, mobile shopping

David's Bridal app

David’s Bridal app

The latest mobile application from specialty retailer David’s Bridal aims to enhance the in-store experience with features that enable customers to save favorite items for later reference. 

The Dress Finder and Favorites tabs merge mobile and in-store shopping by giving users more options to find the right dress. For today’s retailers that wish to stay relevant in a mobile-first world, David’s Bridal is taking advantage of mobile to satisfy its customers.

“David’s Bridal took the next step into mobile in order to make it easier and more enjoyable for their customers to find the perfect dress anytime and anywhere,” said Bill Quinn, vice president of digital at David’s Bridal, Philadelphia. “The app rounds out the complete customer experience and compliments the David’s Bridal Web site and in-store shopping experience.”

Simple shopping
The Dress Finder feature acts like a bride’s personal stylist, asking her specific questions about her own style and the feel and theme of the wedding she wants to dress for. This feature allows brides to find a unique dress that represents their own taste.

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The Favorites tab allows users to create a profile and save styles they like for later reference.

Customers can use the app to browse an array of items, such as wedding dresses, wedding party attire, accessories, prom styles, special occasion styles, gifts and wedding decorations. An icon at the top left-hand corner called “Browse” allows users to search for the particular items they are looking for.

David’s Bridal’s Dress Finder feature

The app can also be used for finding the nearest store location and making an appointment to come in a store and try on top picks.

On the homepage of the app, a few slides alternate every few seconds to show current deals and promotions.

The comprehensive app hopes to encourage more users to choose David’s Bridal for all of their wedding style needs throughout their entire bridal experience.

Mobile history
In 2013, David’s Bridal upped its mobile strategy by letting brides plan for their big day and engage with their bridal party through a new mobile platform.

The company partnered with Usablenet to help develop My Event, which was an interactive platform that provided brides-to-be with tools they needed to plan, organize, share and track all activities from their engagement till their wedding day (see story).

In 2012, the company rolled out a mobile site that let consumers browse and buy gowns while on the go.

The company also worked with Usablenet on the initiative. Consumers could access the mobile site by entering on their mobile device (see story).

Its most recent update will allow the retailer to be more involved with shoppers’ journeys.

“This universal app allows customers to have David’s Bridal with them throughout their complete bridal experience,” said. “By bringing the extensive collection of wedding dresses, accessories and other products into the palms of their hands, David’s Bridal is ensuring that customers can browse for their favorite looks anywhere, whether they be waiting in line for coffee or relaxing at home on the couch.

“The app also offers users a personalized experience, tailoring dress suggestions to each specific customer and allowing her to save the dresses she loves in a favorites list,” Mr. Quinn said. “Plus, the app will result in higher customer engagement because of its integration of all aspects of the David’s Bridal brand, with the app features supplementing the in-store experience.

“Brides will be able to arrive at their in-store appointments with a great sense of what their perfect dress might look like, thanks to the personalization of their David’s Bridal app,” he said.

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Commerce Daily, New York

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Tags: David’s Bridal, mobile, mobile commerce, Multichannel retail support, speciality retail, wedding

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