As the country figures out best practices for reopening, it’s great to see select retail stores light up again! We know that retail sales are already improving: May results were very strong, gifting activity is picking up, and postponed celebrations are filling up calendars well into 2021.

While we’re still in uncharted waters and uncertainties continue, one thing is certain: Customers truly want to move forward and focus on happy activity. That spells opportunity for most businesses, and it especially spells opportunity for your gift registry.

As you plan for all this, keep in mind a few key points that make this a new retail world.

• It’s a different “business as usual.” Steps to address heightened health concerns make business look and feel different. Be transparent about actions that show new attention to the well-being of customers and staff, and the safe handling of merchandise. And maintain features like curbside pickup, more flexible delivery options, and even contactless payments, as they build trust and give customers a great sense of control.

• Customers will shop differently. Customer routines adopted in past months (like relying on online or mobile shopping, or using live chat or Zoom technologies to replace physical contact) won’t disappear so fast. Take them in stride, and comfortably blend “touch” and “tech” so you appear accommodating.
  
  • Online, mobile, and physical store interactions have different benefits, so encourage registry users (in fact, all customers) to use the channel most convenient for them at any given time to manage their registry or shop one for a gift. Show how flexible, accessible, and shareable it can be to have a gift registry with you.
    
    • We suggest you embrace the use of technology and blend it into your store experience. Things like a contactless payment option can simplify how customers shop and make them more comfortable as they check out all your great gift options.
    • Online, use your registry homepage to showcase all the reasons registering with you is smart.
• Your expert guidance is more important than ever. Many customers are still cautious, so be upbeat in a soft and friendly way. Underscore all the ways you are there to assist them with registry plans as they prepare for their celebration. It’s not bragging to point out the features that make their planning easier.
  
  • Registrants may be sensitive about price points, so focus on product features like quality, enduring value, and functionality. But also encourage them to add that “personal favorite” as well, because it’s a special event. You’re there to help them create, and manage, a registry that’s perfect for them, and showing a sincere interest in picking the gifts they most want now will build loyalty and future sales. They will appreciate that you show concern for all the issues they’re juggling.

Marketing Tips
At a time when business is still rebuilding, look to leverage the marketing programs you already have in place by adding a fresh, timely registry message.

• Make registry a part of everyday business across all your touch points
  
  • Include a mention in your email and other direct-to-customer messaging. After all, you never know when they’ll be “registry ready,” and customers should know you make any gifting occasion hassle-free.
  • In-store: Handouts or flyers do the trick. Even better, mention registry in signage or in merchandise displays of hot products. Consider a bag stuffer/packing insert that reminds customers you have a great registry service.
  • Online: Put that registry homepage to work and add content that showcases useful tips, product suggestions, and any special offers/benefits you have for your registrants.
• Acknowledge registrants
  
  • Start with a welcome note and continue to touch base leading up to their event. Personalize your messages, and share tips and new product suggestions that will help them manage their registry.
  • Make registrants feel special. Talk up any and all special offers (like completion programs), and remind registrants of all the ways you make it easier for them to receive the gifts they want.
• Create programs that invite customer engagement—both virtually and physically
  
  • Virtual: Social media platforms are more popular than ever, as they are the best way to connect with others these days. So heat up your social posts as temperatures rise!
    
    • Social media is a fast, fun way to engage registrants. Social posts are mostly about imagery and sound bites, so post great gift ideas and invite customers to likewise share their own favorites with family and friends.
    • Consider a contest, sweepstakes, or other type of giveaway program to add energy, then see what activity it stirs up.
    • Play to your products’ strengths by posting “how to” videos of product demonstrations or tips for using products in easy and fun ways.
  • In-store: Stores offer the unique opportunity for personalized assistance and pulling products together for a true sense of how they’ll look and feel.
    • As stores open, encourage associates to offer personal registry assistance on-site. But also suggest video or phone chats, if that’s easier for a customer juggling new schedules and routines.
    • Host product demos or events to offer advice or showcase products and combinations, both of which can lead to more gifts added to a registry. Consider inviting registrants to bring friends and make it social—all according to your area’s current COVID safety guidelines, of course!

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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