Gift Registries - US - April 2015
“The demographic groups most interested in creating registries are also the most digitally connected, but they are split in preference between online and in-store registry experiences. Therefore, gift registries are prime candidates for reaching across the digital and brick-and-mortar gap to create seamless retail experiences regardless of which channel customers are using.”
– Bryant Harland, Technology and Media Analyst
This report discusses the following key topics:
- Gift registries and the value of the retail experience
- Opportunities for expanding gift registry usage
- Why gift registries place a premium on omnichannel retail and marketing
Registry creation declined or remained stagnant for two of the most prominent occasions for creating gift registries (weddings and baby showers/birth of babies) between 2013 and 2015. However, there is sample opportunity to reach consumers by expanding the scope of events for which they consider using registries.
This report explores consumer participation and interest in gift registries among both individuals who have created registries and those who have purchased products from registries. Other topics included in this report include the types of retailers used for registries, consumers’ most desired registry improvements, satisfaction with the registry experience and preference for buying/registering in-store and online.
This report provides guidance for retailers and marketersin regard to maximizing engagement and improving existing registries as well as rebranding gift registries for events beyond weddings and baby showers/birth of child(ren).
Despite a notable decline in the traditional occasions for creating gift registries, consumers are interested in these services and in using them for events other than weddings and baby showers/birth of children. Retailers will be able to inspire new interest, especially if they expand the scope of their registries in ways that are deeply connected to their brands. For instance, fashion brands such as well-known clothing retailers could offer college graduation-themed registries and highlight the value of having a full wardrobe of professional attire as soon as new graduates enter the job market. Whereas price and convenience are key to keeping current registry users satisfied, innovative retail experiences hold the key to inspiring broad usage and changing what types of events consumers deem registry-worthy.
Regardless of how registries are branded, seamless cross-channel integration will be a source of competitive advantage. The most avid registry users are also the most evenly split across digital and in-store shopping. As a result, it is impossible to ignore the ongoing impact of mobile, digital research, and blended in-store and online shopping.
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