Dive Brief:

• David’s Bridal announced on Monday that it partnered with Popwallet, a mobile wallet marketing platform. 

• The partnership allows David’s Bridal to provide customers with coupons, rebates and other perks, according to the company announcement. 

• The wedding retailer will be able to connect directly with shoppers via mobile wallets like Apple Wallet and Google Pay, per the company statement.

Dive Insight: 

Even prior to the coronavirus pandemic, the wedding apparel and diamond industries were going through a time of transformation. 

David's Bridal and its partnership with Popwallet is the latest step the company is taking to find new tools to connect with and surprise customers, Kelly Cook, the retailer's chief marketing and IT officer, said in a company statement.

"Popwallet allows us to deliver contactless consumer experiences and engage with her on a new channel, in a new way. So, no more printed signs or coupons that could be lost, we can now serve her the outstanding offers and deals she deserves directly to her smartphone," Cook said.

The collaboration also comes as mobile wallets could gain greater favor with the public. A January survey from Blackhawk Network found that 60% of shoppers said they wanted to buy goods in-store using their smartphone and earned loyalty incentives. But an April PYMNTS.com report found that mobile wallet adoption had lagged, notably among millennials and Gen Z consumers. It is not yet clear whether the coronavirus pandemic — and the focus on sanitation and cleanliness it has spurred — will push consumers toward contactless payments long term. 

"Mobile behavior is changing, and the smartphone is increasingly becoming the interface between people and the world around them. Whether they are boarding a flight, entering a movie theater, using a student ID, or redeeming an offer or reward at a store," said Elias Guerra, founder and CEO of Popwallet. 

David’s Bridal has recently expanded its technological services through the introduction of its Zoey chatbot, various digital wedding planning tools and virtual stylists and virtual appointments.