With signs pointing to an improving marketplace, we have high expectations for gifting and registry activity this year. Despite some fears that pandemic-related challenges impacted the birth rate, we still expect to welcome more than 3.5 million new bundles of joy this year. Postponed wedding plans from 2020 are crowding calendars and competing with new engagements. And while COVID restrictions dampened wedding plans in 2020, they actually presented a silver lining for other gifting activity. Milestones like graduations and new moves, along with annual celebrations like birthdays and holidays, still happened, with customers turning to Wish Lists in unprecedented numbers to ensure those gift exchanges were truly on target. After all, when giver and recipient can’t get together in person, the gift becomes the connection between them. With both parties having seen how easily a Wish List can make any gift a guaranteed “winner,” we anticipate Wish List use to continue to gain momentum.

All that adds up to opportunities for your registry to deliver strong results. So, let’s be sure you’re prepared.

Last month we shared some ideas about what makes your registry such a valuable customer service tool (“Make a Big Impact with Gift Registry in 2021”), and now we want to help you craft your message about those benefits in the most impactful way.

Your goal is simple: Talk up your registry so it becomes part of your brand DNA, integral to the overall shopping experience you offer. We want it to become a service tool that can build stronger (and even new) customer relationships over time. Because the real beauty of a gift registry is that the sales it generates during a gifting event represent just the beginning of those relationships. Cultivate them and you’ll see the lifetime value of customers using your gift registry become multiple times greater.

Keep in mind that there are three distinct audiences to address; you’ll want to adjust your message slightly for each of them. You’ll also want to consider using different marketing, advertising, and social media to engage them.

1. Think big and broad: Everyone who comes in contact with you/your products represents a potential registry user or can be the source of a referral to use your registry. You may not know when they’re “registry ready” (preparing for a big event or special occasion), so it’s important to always have some sort of registry messaging going on to build and maintain awareness that you offer this valued service.

Your goal: Build awareness and maintain persistent messaging in broad terms so any customer can relate to your message. Highlight how the intrinsic benefits of a registry make any gifting plans convenient and hassle-free while ensuring every gift reflects just what is most wanted.

Where to spread the word: Ideally, look for ways to weave registry mentions into your ongoing customer communications, marketing, and advertising plans. Reinforce this theme by referencing your commitment to service and supporting registry users, and even highlight the perks you offer that make the process even more special.

You may also want to have materials available for customers to review at any time (think registry information sheets in store or copy on your website).

At peak registry times, add a sense of “urgency” to spur activity. (Engagement season, running from fall past Valentine’s Day, spurs an uptick in new wedding registries; late spring aligns with graduations; summer coincides with lots of new moves and housewarmings; and, of course, late fall brings holiday gift shopping.)

For fun, consider creating events, contests, or giveaways that motivate customers to act.

From that broad base for registry mentions, let’s focus on more targeted audiences.

2. For registrants: Make it more personal. Once a customer actually registers with you, there’s opportunity to make your messaging more targeted. Now that they’ve shown how much they like you, you’ll want to return the love. In fact, you should show your appreciation that they’ve chosen to register with you and reinforce the ways you’ll support them in line with their event plans. This way, you’ll validate their decision to register with you, even make them feel smart, which will strengthen their loyalty and ultimately make them not only a more valuable customer but even a brand champion who sings your praises to others.

Here’s an overview of the registrant’s journey to help you think this through.

3. For gift purchasers: Gift purchasers offer all sorts of potential for the future. Our research shows that many of these customers are new to a retailer’s database. They may not have ever shopped with you before, and now you have the chance to cultivate them as part of your customer base.

Your goal: Convert this purchase into a new customer relationship. Acknowledge and express thanks for making the gift purchase, and invite them to return for future shopping. Blow them away with an offer (if you have existing promotional programs, just extend that perk to them) and chances are you’ll see them again. And, over time, they may become a registry user themselves and start a new cycle of activity for you.

Where to spread the word: Because these messages will tend to be very focused and sent only to gift purchasers, it’s best to rely on email. To keep it easy, consider a periodic batch mailing for all gifts during a specific time period.

With registry activity ongoing, know that we’re always here to help fine-tune your plans to connect with each of these three audiences in a powerful way.

And as you’re reaching out to customers, don’t forget to mention any newly established shopping processes in place to keep them safe. Even as we transition out of the worst of the pandemic times, customers will appreciate your providing options that ensure they feel safe and their merchandise is properly handled. For example:

• Remote consultations—whether by Zoom, live chat, even phone—to give customers confidence that helpful advice is available anywhere.
• Contactless shopping and safe pickup and delivery (such as “buy online, pick up at store/curbside”).
• Touchless payment options for in-store shopping.
• Signage/messaging that reinforces your commitment to maintain clean/healthful policies for merchandise handling and any store spaces you operate.
• Continued availability of hand sanitizer and sanitizing wipes.
• Demonstrated support for any required social distancing guidelines and other safety measures.

Such policies can go a long way toward instilling customer confidence in your brand as a trustworthy shopping destination. And as more normalcy returns, you’ll have earned lasting customer loyalty—and that can take you to their next gifting occasion!

We Love Connecting with You

It’s wonderful to connect with many of you each week to talk about the specific needs of your business and how MyRegistry can support you. Feel free to contact us at marketingguru@myregistry.com to discuss marketing ideas for your unique registry business.

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