Insider tips for building a successful gift registry

Marketing Tips for a Rewarding Registry Season

Marketing Tips for a Rewarding Registry Season

September is often associated with transitions. Labor Day is considered the official end of summer and the setup for the autumnal equinox two weeks later. Leaves change color and start to fall, and there’s a new chill in the air as we all notice that days are getting shorter. Vacations wind down, and attention turns to the “new”—a new school year, a new job, or renewed attention to a current job or routine.

With the onset of fall, we also find ourselves transitioning to a new level of gifting activity, as the busiest gift season of the year is ahead of us. As we shared in last month’s blog (Plan Now for a Busy Registry Season This Fall), celebrations for all sorts of occasions give your customers a reason to take advantage of your registry. This year in particular we see wedding activity spiking as postponed events crowd the calendar, and we also see students in need of room decor and study supplies as they move back to campus.  

We’re excited by all the possibilities! Are you ready to meet them head on? Are you prepared to outplay your competition and show your customers how well you can serve their needs by making every gift exchange easy and stress-free? 

Let’s test your registry readiness for fall. In the process, we’ll share tips to help you build the case for why customers, old and new, should register and gift shop with you. And no pressure with this “quiz”—you’ll feel good and knowledgeable because a successful gift registry season is all about taking advantage of two things that are right in front of you: 1) The features and benefits you already offer, and 2) The support of our marketing programs and resources.

So, let’s check your registry IQ…

Question #1: What are the most powerful registry motivators?

Answer: Our research shows the primary reason registrants (or shoppers) choose a store/brand/website is the product assortment offered. Customers choose you because they love your products and appreciate how well they fit into their lifestyle and support their interests. A close second is how inviting and easy you make the registry experience for them and their gift-giving family and friends.

That’s good news, because it means that what you’re already doing has created a positive impression.    

There’s no need to make major changes—just tweak everyday business a bit, and talk up your commitment to making the gifting experience a breeze.

  • We can’t state this often enough: Promote the products you’re most proud of, those that are popular as great gifts and make your assortment feel unique and special. Complement them with some tried-and-true items that are “always good to get,” and you have a focus for your gift messaging. For instance, showcase how the product can fit into a lifestyle need. A few examples: practical and beautiful at the same time, healthful, multipurpose, convenient, time saving, or “just a bit indulgent.”
    • Highlight products that make your store special and/or make customers feel special. That way, you can demonstrate how aligned you are with what customers want and need.
  • Now, generate a list of all the services, perks, and other benefits you offer. There are probably more than you realize. For instance, you probably already have some shipping offers, perhaps some gift wrap/gift card options and hassle-free return policies that are all the more appreciated when a gift is purchased. 
    • If you have a loyalty or rewards program in place, why not automatically enroll every registrant and make them feel special?
    • And don’t forget, any content you share—from product usage and care guides to the socially conscious and environmentally friendly features of your products—shows your commitment to helping customers choose gifts that align with their needs and values.

Marketing Tips for a Rewarding Wedding Season, Wedding and Baby Tips

Question #2: What additional special features can you offer that make registry users feel valued?

Answer: Admittedly, this is a bit of a trick question. We strongly recommend that you create a few perks and targeted benefits that will make registry users feel valued, but the specific actions are up to you and your overall business strategies. The goal is to recognize these customers and show appreciation when they add your gifts to a registry or wish list. Consider that:

  • Personalized communications—whether it’s a welcome note when they create a wedding registry, baby registry, or wish list, a congratulations or celebratory message to mark their event, or emails that share tips and advice along the way—reflect your commitment to supporting your customers.
  • Every customer enjoys exclusive offers, discounts, and other perks, so factor in whether and how they can blend with your overall promotional plans. Look for ways to give customers added value (which doesn’t need to be in the form of a discount). 
  • Even the sharing of useful content (mentioned above) can feel special if you package it all together and make it easy to access.

Question #3: How should you communicate your gifting expertise?

Answer: Again, start by leveraging what you already do by layering in gift messaging wherever you can. Challenge yourself to add a gift message to the marketing and customer communications you already send out. Tie into event-specific mentions and/or seasonal themes and get extra credit. Consider your direct-to-consumer media, in-store signage, and the visual “bursts” on your product pages. Even bag stuffers, packing inserts, and other printed materials that highlight great gift ideas all help establish your gifting positioning.

  • It’s worth an added bullet point in emails and printed materials to let customers know how you support them—with those great products and services. Any advice, useful content, and guides on how to best use or care for a gift are also valued. All that will make it easier for customers to select the gifts that best suit their needs. Not to mention, you instill confidence that those choices are smart ones.
  • Play up your social media and digital marketing campaigns, and invite customers to share dream gifts or “best bets.” Such engagement can extend your reach to new customers in the process.
  • If it applies, complement all that with in-store activity by creating displays of event-, milestone-, or holiday-themed products that will instantly resonate. Even consider in-store private gifting/shopping events that allow customers to safely shop in person.

The bottom line: Take advantage of every touch point you have. For those of you with physical stores, that includes the powerful impact your store associates can have if they talk up gift ideas in a friendly way. And don’t forget that every associate can be a brand champion, so encourage them to share gift registry services with their network of family and friends. 

Bonus question: How can MyRegistry.com help?

Answer: This is actually a multiple-choice question, because we’re here to support you in a variety of ways.  Our Customer Concierge team is available seven days a week to assist customers, and our tech team can assist should any issues arise. And don’t forget to take advantage of MyRegistry’s marketing programs, registry tracking services, and personalized marketing advice ready to work for you.

We have no doubt you aced this little quiz and know just what it takes to prepare for a successful fall gifting season! 

We Love Connecting with You

Before leaves fall and temperatures follow, let’s work to heat up your registry. We’re here to help, so feel free to contact us at marketingguru@myregistry.com to discuss marketing ideas for your unique registry business.


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