David’s Bridal Implements Chatbot to Improve Messaging Traffic Management

David’s Bridal has launched a messaging-powered experience for customers led by concierge bot “Zoey.” The chatbot, which is powered by LivePerson, combines automated technology with live agents to give customers white-glove service through Apple Business Chat.

Messaging through mobile devices now represents 45% of total contact center traffic at David’s Bridal. Zoey helps manage this by letting Apple Business Chat users book appointments, text with stylists to quickly resolve questions, or get advice and place secure orders. The retailer plans to add more features to Zoey over time, including the ability to connect shoppers with event planners.

David’s Bridal also is using the chat suggestions feature in iOS 13, which offers the option to start a Business Chat conversation when a shopper taps to call David’s Bridal customer service. If the user chooses to message instead of call, a conversation with Zoey will open instantly in the Messages app.

The switch from voice calls to messaging led to increases in customer service and operational efficiency metrics at David’s Bridal, including:


  • 41% of customers opted to use messaging versus waiting on hold;
  • The retailer achieved 90% first call resolution compared to 73% over voice;
  • Zoey reduced contact center operating costs by over 30%; and
  • The experience shifted 30% of appointment booking phone traffic out of stores.

“Our customers loved the Apple Business chat option so much that, as we saw their feedback roll in, we decided to replace our email address with the option to message and accelerate our rollout of the feature,” said Holly Carroll, Vice President, Customer Service and Contact Center Operations at David’s Bridal in a statement. “Introducing Zoey as a personalized concierge experience was the logical next step to help our customers at every stage of their event journey, so they can focus on enjoying every moment of their once-in-a-lifetime experiences.”

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