September is a month associated with transitions. It often marks the return to a routine after a vacation, settling into a new job/move or starting a new school year.

It also kicks off the busiest gift time of the year. As we shared in last month’s blog, celebrations for all sorts of occasions will take place and give all customers a reason to use your registry service.

This year, consumers are feeling a bit nervous about spending. Yet, celebrations and gift exchanges remain a priority. No worries; your registry provides the perfect way to balance all of that. Regardless of any budget concerns, a registry ensures that whatever is purchased will be happily received. A gift giver is assured the money was well spent. That’s a win for everyone.

So, are you ready to outplay your competition and show customers you can serve their needs and make every gift exchange easy and stress-free? 

Let’s find out and test your registry readiness for fall. In the process, we’ll share tips to help you build the case for ‘why register and gift shop’ with you.

Take this short (3 question) test.

How can you entice customers to register with you? – what are the most powerful registry motivators?????

Answer: Our research shows that your product assortment stands out as the primary reason customers register (or shop) with you...a close second is how inviting and easy you make the shopping experience

That’s good news because it means that your registry marketing can build on what you are already doing. There’s no need to make major changes…just tweak everyday business a bit and talk up your commitment to make the gift experience a breeze.

• Products first. Focus on products that are popular as great gifts and/or make your assortments feel unique and special. Complement them with tried and true items that are ‘always good to get’. Then, talk it up from the customer’s perspective - show how a product fits into an important ‘value’/lifestyle need (e.g., practical and beautiful at the same time, healthful, multi-purpose, convenient, time saving, or just a bit ‘indulgent’). This demonstrates how aligned you are with their priorities.
• Now, generate a list of all the services, perks, and other benefits you offer. There are probably more than you realize. Keep in mind that any shipping offers, gift wrap options/gift cards and hassle-free return policies are all appreciated when a gift is purchased.
• If you have a loyalty or rewards program in place, automatically enroll every registrant and make them feel special.
• Include any content about product usage/care guides, and/or environmentally friendly features of your products,This will show your commitment to help customers choose products that align with their values and needs.

What extra special features can you offer that make registry users feel valued?

Answer: This is a bit of a trick question. We strongly recommend that you create a few special benefits that recognize customers who choose your registry. Consider the following and focus on what aligns with your overall brand positioning:

• Personalized communications – Whether it’s a welcome note when they register, a congratulations or celebratory message to mark their event or emails that share tips and advice along the way, reflect your commitment to support them.
• Layer on added attention Every customer enjoys some exclusive offers, discounts, etc., so consider if/how such perks can blend with your overall promotional plans. Look for ways to give ‘added value’ - and that doesn’t have to be in the form of a discount. 
• Be informative Even the sharing of useful content (mentioned above) can feel special if you package it all together and make it easy to access.

How should you communicate your ‘gifting expertise’?

Answer: Challenge yourself to add a gift message to the marketing and customer communications you already do.

Refer to specific events and/or seasonal gifting activities where it makes sense. Consider the use of every marketing tool you have – emails, newsletters, social media, store signage, bursts on your product pages on your website…even bag stuffers, packing inserts or printed materials that highlight great gift ideas will all reinforce your gifting positioning.

• A quick mention in emails and other consumer communications can let customers know your registry is there to support any gifting event.
• Play up social and digital media and invite customers to share dream gifts or ‘best bets’. Such engagement can extend your reach to new/more customers in the process.
• Complement all of that with in-store activity (as appropriate). Create displays of event/life stage or holiday themed products that will instantly resonate. Even consider ‘events’ for private gifting/planning or shopping.

Bottom line, be sure to take advantage of every touch point you have – for those of you with physical stores, that includes the powerful impact your store associates have when they talk up gift ideas in a friendly way. For that matter, every associate can be a brand champion, so encourage them to recommend your gift registry to their family and friends. 

How can MyRegistry.com help?

Answer: This is actually a multiple choice question because we are here to support you – and your registry users - in a variety of ways. And the best answer – choose all!

• Our Customer Concierge team is here daily (16 hours/day) to assist customers for you whenever needed. That can be a workload relief for you.
• The tech team is available to assist should you make any website or instore platform changes that can affect registry performance…or help with any issue that arises. Don’t be shy about asking for help.
• That dashboard of yours is full of valuable information about registry users and their product favorites; use that to develop targeted emails to these customers or shape marketing and merchandising plans.
• And, don’t forget to take advantage of the variety of marketing programs, registry tracking services, and personalized marketing advice ready for you.
• Last, but not least, the universal features of your registry can make you a real hero. Customers never have to choose between a registry with you and any other store. They can have it all aggregated into a single, shareable and shoppable list that’s easy to use and manage.

No doubt you aced this little quiz and know just what it takes to prepare for a successful fall gifting season. Feel free to reach out for additional marketing support or idea sharing to help you get registry ready. Contact us at marketingguru@myregistry.com.