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Beat the Big Box Stores with a Better Gift Registry

Today’s retail climate demands that clever Independent Retailers use every available tool to increase revenue while maintaining margins, entice new customers to visit their stores and meet competitive challenges posed by Big Box Stores. Well run, contemporary gift registry programs have proven time-and-again to do just that - for the Independent baby products retailer.

With over 4 million babies born each year in the US - the opportunity to profitably serve this market is substantial. Big box stores may be able to offer a broader selection of products and in some cases lower prices – but they often lack the personal service, higher quality brands, knowledgeable sales people and personalized service available from an independent retailer. On the other hand the “big boxes” do offer professional registry services, and expectant parents feel comfortable that they will get many, if not most, of the items they register for at Babies R Us, Target or Wal-Mart.

Can you compete and attract more of those potential customers to your store? The answer is absolutely yes, but you must approach the solution from the customers’ perspective. New parents want safe, quality products for their children, fair prices and especially good values – and they want to be confident that they will get most, if not all, the items they register for.

What that means to the Independent Retailer is that you need to offer a professional registry solution that is comparable to what the Big Box stores have. You might think it is too expensive–but there are affordable Baby Gift Registry solutions designed and priced with the Independent Retailer in mind.

Today’s young parents grew up with technology. You will never gain their confidence if they perceive your registry is behind the times; clipboards and index cards won’t cut it, nor will antiquated first generation computerized applications with shortcomings like updates that lag a day or more behind.

"Typically small to mid-size baby products retailers do not have the resources to build their own software applications and therefore should rely upon Gift Registry specialists who will be able to provide a high quality turn-key solution at a reasonable cost."

New parents want their friends and family to be able to see what they have registered for and purchase registered items on-line, when it is convenient for them; no matter where in the world they are, 24 hours a day, 7 days a week. They want their registry to be found easily and intuitively, using either Moms or Dads name – and the registry should have intelligent search capability – so if a gift buyer cannot remember the exact spelling the registry can still be easily found. Parents want to be able to follow the progress of their registry on-line and maybe add additional items to their registry without necessarily visiting the store. They want to be able to read detailed product information on-line before choosing products for their registry and they want to see pictures of those items. They want in-store and on-line purchases to be updated in “real-time” so they do not get duplicate gifts. (You want the same thing so you do not get returns!) Mom & Dad want to be able to share their registry with friends and family using email—and they want on-demand reports that let them know who bought what – to make it easier to complete their thank you notes. Parents may want to start creating their registry on-line and then visit your store to add additional items; and if so, they want that process to be fast, accurate and efficient using intuitive wireless hand-held scanners.

Typically small to mid-size baby products retailers do not have the resources to build their own software applications and therefore should rely upon Gift Registry specialists who will be able to provide a high quality turn-key solution at a reasonable cost. You may choose to purchase software – but the modern trend is to opt for the SaaS (Software-as-a-Service) option eliminating purchase costs, plus installation and support headaches. SaaS allows you to pay only for the functionality you use, as you go, and reputable vendors do not require long-term contracts.

A web search for “gift registry software” will identify potential suppliers. Check to see who the vendors customers are, how long they have been in business and most important if the services, or software meets the functional requirements you need and desire.

Retailers who implement contemporary gift registry will find that it generates substantial sales, introduces new customers to their store, minimizes returns, addresses competitive threats and stimulates incremental sales as unrelated purchases are made when gift buyers shop. It also facilitates database driven personalized marketing campaigns.

Furthermore, the customer who is shopping for gifts gains satisfaction by selecting gifts that they know the recipient really wants. The result is a satisfied customer who can’t wait to present their gift in full confidence knowing that it will be appreciated.

Marketing a Gift Registry must be an integral part of your integrated marketing campaign – not an add-on or afterthought. In-store signage, links from your web-site, inclusion in advertising campaigns and public relations efforts are all mandatory for success. Marketing support can include a welcome package for registrants that include checklists suggesting item categories to include in a registry. Some retailers provide tastefully printed cards that registrants can provide to guests stating that: “Our gift preferences have been registered with your store.” Others keep customers coming back with post-event targeted marketing campaigns for “registry completion.”

Unlike many retail automation projects Gift Registry does not profess to save money rather the Gift Registry value-proposition is making money. If you implement a contemporary system–and complement it with your extraordinary service–you can beat the big box stores at their own game!

Editorial provided by David Pava. David is Vice President of Sales and Marketing for MarCole Interactive Systems. MarCole is the leading supplier of gift registry solutions for multi-channel retailers. More information can be found at www.MarCole.com or obtained by calling 925-933-9792 x106. David earned an MBA in Marketing from St. Mary’s College in Moraga, CA. In addition to his full-time responsibilities at MarCole, he is an evening business and marketing instructor for the University of Phoenix at their Bay Area campuses and for Chabot College, in Hayward, CA.