Insider tips for building a successful gift registry

A Retail and Registry Restart

A Retail and Registry Restart, an ice tunnel with a light at the end, signalling that the ice tunnel is almost ending.

 

It’s been a challenging time of late, with the COVID-19 pandemic altering many traditional shopping routines. But there’s now some cautious optimism that the light at the end of the tunnel is brightening. In anticipation of a return to some normalcy, it’s the perfect time to take stock of where things stand and build plans that help your gift registry thrive as the economy starts to rebound.

 

A Retail and Registry Restart, a huge shopping mall with decorations and confetti everywhere.

 

Here are some tips on how to best align with the needs of registry users in today’s world. Next month, we’ll offer additional marketing ideas to position your business for success as the year unfolds.

A few important takeaways:

  • New customer shopping habits and expectations now exist — align your business with them, and show customers you are there for them.
    Out of necessity and resourcefulness, customers formed new shopping behavior while forced to “shelter at home.” They relied more on online shopping and also started to use “curbside pickup,” which relieved them of the need to even enter a store. And, when customers did venture out, it was with an increased awareness of the health, safety, and sanitary conditions of retailers. Retailers that fully incorporate these new routines and demonstrate care for the health and well-being of customers and associates alike will be favored.
  • Customers will seek physical contact again, but they are now also comfortable relying on virtual connections — so don’t be afraid to blend the two.
    Virtual contact has been the norm of late, and it’s now more accepted and even more comfortable for many to use. But as the economy reopens, our customers tell us they look forward to opportunities for physical interaction and tactile involvement with both people and products. Even if some social distancing is maintained, they will seek physical contact as long as it offers real value for the time and effort invested to make it happen. To the extent that you offer ways to connect that give customers “control” over how they do so, they will appreciate your support. And, if you have a store that’s reopening, that’s something to celebrate, too.
  • Customers will be eager to celebrate special occasions. Focus on the value features of your assortments so gifts and purchases feel like smart decisions and avoid any financial sensitivity that may linger.
    As people return to work, many may be cautious about spending. They will be eager for some new, fresh products, but they also may be budget conscious. As tempting as it may be to offer sales or special promotions to lure customers, the key is to offer true value. Create programs that give customers the chance, and the choice, to shop for what they most want and need. Empowering them to control what and how they shop will have a positive impact. 

 

A Retail and Registry Restart, a man and woman in front of a store window display. The window says happy life.

 

What Does That All Mean for Your Gift Registry?

Your gift registry presents business growth potential in the second half of the year. Pent-up demand will drive a surge of activity that carries into 2021, and market data suggests that celebrations with gift exchanges will be important as customers strive to regain normalcy.

1. Plan to connect with every registry user via email, and include some personalized message that shows a commitment to offering them personal service and attention. Pivot your message to the future, and combine a sense of optimism with honest concern for their well-being.

2. It’s time to play up “Why register with us” features and benefits. Whether their events have been postponed/rescheduled, or they’re just proceeding with caution, remind them of the ways you can help them create or maintain their perfect gift list with minimal stress. Your support and sense of concern will win loyalty points.

  • Show your versatility as a brand that’s easy to shop and work with. Demonstrate your technical agility and finesse, and offer to be available to assist with gift management across channels (including physical stores, a website, and mobile). Invite registrants to engage with you via phone (how quaint is that?), or use a phone or other mobile device to connect virtually. Take advantage of any live chat you offer online, or even consider setting up a Zoom-type video call to display products or review registries.
    • Website activity will remain strong, so be sure your registry is easily accessible and your registry home page is chock-full of useful content.
    • If you have a store that reopens, consider arranging staffing to offer consultations by appointment and invite customers to come in. Working across a desk can maintain social distancing, and walking the store lets customers immerse themselves in your products.
  • Showcase how your products are both practical/functional and attractive. Suggest products that are good complements or will save money if bundled together. As appropriate, such sensitivity to budgets will relieve registrants and ultimately pay off in the long run as they remain loyal shoppers.
  • Shout out special shipping offers, and accommodate flexible gift pickup and hassle-free exchanges. All will be appreciated (and are extras many customers have become accustomed to). Let registrants see you accommodate them and you’ll build loyalty. Bonus: These features are helpful to gift purchasers, too.
  • Offers like completion discounts now really shine. Incentives for registrants that enable them to acquire desired items at a savings let them fulfill dreams and relieve financial stress at the same time. These past months may have demonstrated that we can get by with less than we thought we needed, but celebrations and milestone events still deserve something special.

Next month, look for cost-effective marketing ideas that play up your social strengths — from social media to events, consultations, and other in-person interactions. For more advice and ideas tailored to your specific needs, feel free to reach out to marketingguru@myregistry.com. Let’s connect!

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