Insider tips for building a successful gift registry

Registry Perks: Completion Programs

Registry Perks: Completion Programs, a couple sitting in a cafe, looking through a catalog

One of the most popular programs retailers use to entice customers to choose their gift registry is a completion offer. Do you need to offer one to be competitive? And if you do, how should you structure it for your business?

Here’s a quick primer:

A Completion Program Is

A discount specifically created to incentivize registrants to “complete” the purchase of gifts that were added to their registry but not purchased as gifts by the time their event took place.

  • A discount often entices registrants to add more, and more expensive, items to a registry, knowing they can use the completion offer to acquire those items at a great price if they haven’t been gifted to them.
  • Since registrants want these items, they are likely to purchase them themselves and increase the sales value of their registry.

You not only benefit from the sales but see increased customer loyalty, too. Registrants like the idea that you’re “rewarding” them for registering with you.

A Completion Program Has Become Increasingly Popular—Even Expected

When completion programs were first introduced, select retailers used them as a competitive tool to capture registrant attention and show how much they appreciated the business. Completion offers traditionally focused on “big” events like weddings and baby showers, because they are the most popular occasions and generate lots of gifts, many at high price points.

Fast forward to today, and the marketplace has become more promotional, with completion programs broadly embraced by companies of all sizes. Most consumers expect some sort of rewards program like this when they register, so we increasingly see a version offered for other registry events as well.

Registry Perks: Completion Programs, a fancy venue decorated for a wedding reception.


A Successful Completion Program Starts With

An offer that’s easy to understand and that you and your team find easy to manage.

What we suggest:

  • Create your best offer. A completion discount should at least match any normal promotion you offer.
  • Define what qualifies for a completion discount. A typical completion offer includes gifts added to a registry up to the actual event date. Registrants will hope to see a generous policy with minimal exclusions, so if you do have restrictions, make sure they’re clear.
    • Also, clarify whether the offer applies to things like taxes and shipping. Even be clear about services like gift wrap, alterations for apparel items, etc.
  • Set the length of the offer with an expiration date. For major events like weddings and new babies, it’s common to give registrants anywhere from several weeks to several months.
    • A discount for other occasions could have a shorter duration (one time, a few weeks, or a month).
  • Explain terms of use. Some retailers limit how frequently a completion discount can be used. It may be one-time use, or flexible to accommodate a specific number of shopping visits.
    • Also, be sure to let customers know if they can use the completion discount in all locations (in store, online, etc.).
  • Provide a Registrant Offer Code. Reinforce the specialness of the offer by giving it an ID/code number that triggers its use. That code number can also help track sales results.
  • Keep in mind:
    • Discontinued/out-of-stock items: Have a plan in place, like the substitution of a like item, in case the status of a gift has changed since the registry was created.
    • Management: Think about any need to track sales against goals, etc. for your business.

Registry Perks: Completion Programs, a couple who are dressed as if they were just married, holding hands.

Communicate Your Completion Program Often and Consistently

A completion program is a valuable benefit, so talk it up.

  • At registry creation.
    • Mention your completion program when new registrants are setting up their registry. Add a blurb about this important benefit in welcome materials shared in person, in store, online, and/or by email. This can encourage registrants to build bigger registries.
  • Over the life of the registry.
    • As registrants manage their registry leading up to their event, remind them of this offer awaiting them—it’s a great incentive to add more gifts.
  • At event date and followed by a call to action.
    • A mention to take advantage of this valuable discount can be part of a congratulatory message, followed by specific reminders to act before the offer expires. The number/frequency of these reminders will depend on the length of the offer, but a trigger as expiration approaches is always appreciated.
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