In episode 371 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Ranu Coleman, chief marketing officer at Azazie, the leading direct-to-consumer e-tailer for bridal gowns, bridesmaid dresses, accessories and more. Listen in as Coleman details Azazie's bridal offerings (0:42), her professional background and current role (1:45), and the brand's community-focused mobile app strategy (2:50). She discusses how Azazie is driving customers to its mobile app (5:35) as well as what the retailer is learning by collecting customer data via its app (7:26).

Furthermore, Coleman shares an example of how Azazie is leveraging app data to enhance the customer experience (9:00), and details what's in the pipeline looking forward as the brand updates its mobile app offerings and user experience (10:13). Lastly, she discusses how customers are primarily using Azazie's mobile app as a community and discovery tool before purchasing via the brand's website (11:53).