In episode 311 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kelly Cook, chief marketing and IT officer of David's Bridal, the largest American bridal store chain. Cook discusses the genesis of David's Bridal's Diamond Loyalty Program, how the program incentivizes brides and their wedding parties and guests to purchase from the retailer, and the member acquisition process. She shares to what she attributes the fast growth of the program, the expansive offerings and benefits included in the program, and the behavioral trends she's noticed among Diamond loyalty members vs. nonmembers.
Furthermore, Cook discusses how David's Bridal is tracking referral traffic from the loyalty program, the evolution of the retailer's marketing strategy, and how the business is incentivizing and rewarding its store stylists for loyalty member sales. She shares the technology road map that went into creating the digital loyalty program, the effect that the COVID-19 pandemic has had on the business, and how David's Bridal is collecting customer feedback to improve its Diamond loyalty program moving forward.
Kelly Cook is a seasoned omnichannel, digital, and marketing executive who thoroughly enjoys the challenges of growing companies and transforming brands. She specializes in centering brands around the customer, advancing brands down the digital path, and galvanizing a workforce behind growth strategies. Her industry experiences are as diverse as they come, from airlines to recycled waste to fashion to big-box retail to home décor … and now brides. Companies include Continental Airlines, DSW Designer Shoe Warehouse, Pier 1 Imports, and now David’s Bridal, where she proudly leads marketing, IT, digital, harmonious experiences, analytics and insights, plus e-commerce.
She was recognized by Harvard Business School as one of 2003’s Most Dynamic Women in Business. She considers herself a leader with a servant’s heart who is thrilled by ordinary folks doing extraordinary things. She has a MBA and a Masters of Finance from Tulane’s Freeman School of Business. She is a wife to Damon, of 25 years, and a mom of five, including triplets. She resides in Houston. She was a mom to a very fat, spoiled basset hound of 11 years … but he is in doggy heaven.
