David’s Bridal Exec Kelly Cook on ‘Anywhere Commerce’ Strategy [Video]

In episode 466 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kelly Cook, president of brand, technology and finance at David’s Bridal, the nation’s leading bridal and special occasion authority. Listen in as Cook describes her unique position leading the marketing, finance and technology teams (1:05), the shifts in customer behavior she’s seeing at David’s Bridal (3:10), and how the retailer is expanding its offerings to keep customers beyond bridal (5:35). She details the role that social media plays in David’s Bridal’s new “anywhere commerce” strategy (7:30) and how the bridal retailer is connecting data across channels (10:45).

In addition, Cook discusses David’s Bridal’s utilization of technology such as artificial intelligence to keep pace in marketing (14:10), testing AI-generated content (18:30), and the emotional investment of purchases in the bridal category (20:20). Lastly, she shares how she sees the bridal customer changing in the future and how David’s Bridal is positioning itself for future success (22:40).

Kelly N. Cook is …