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Once upon a time, a savvy retailer followed a bridal couple around his store writing down everything they wanted. He told them to tell all their friends about his store. In turn, he would be sure the couple received every gift they ever wanted.

And bridal registry was born.

A Brave New Retailer

Those days of young brides only choosing fine bone china patterns are long gone. Yesterday's bridal-only registry is obsolete. Today's gift registry is the tool of tomorrow for retailers striving to compete for consumer dollars and loyal customers.

"We have always designed our gift registry with more than bridal in mind," said Sue McCarthy, Exeter, N.H.-based Kitchen Etc.'s vice president of gift registry. "We started out right from the beginning developing a multilevel registry. This year, we started to concentrate on what more we can offer because consumers are asking for options."

McCarthy explained that the company developed its in-store and online bridal registry knowing they would need to expand beyond a singular target market. Customers can maintain multiple gift registries at Kitchen Etc., updating bridal, anniversary, holiday, and birthday lists concurrently.

"We rolled out a holiday wish list this year and advertised it in our biweekly newspaper insert and online," McCarthy said.

The decision to roll out the holiday and special event gift registries was based on consumer demand. McCarthy explained, "People came to us and said 'What a great idea! Can I create a list like this for my housewarming?' We just needed to give them the vehicle and the opportunity to do it. It's a win-win because the customers can get the things that they want and we've created an increase in sales."

Michelle Haycox, systems trainer with Seattle, Wash.-based Sur La Table, said the company is reviewing its gift registry system and plans extensive improvements this year. Initial registry development included in-store registration centered on the total gift registry experience.

She explained, "That was the whole intention behind our gift registry. When you think about Sur La Table, the image you have is a wondrous place created specifically for the individual who loves to cook. Our products are geared toward a specific consumer. That makes our gift registry perfect. It's designed so that guests can come in and access an individual's registry and get very specific ideas."

Convenience is the selling point for Sur La Table and most companies who offer computerized gift registries. Haycox said one service they point out to customers is the real-time updates available at each point-of-purchase location, whether it be for an online, in-store kiosk, or catalog sale.

"A lot of people don't realize that most gift purchases are bought within 72 hours of an event. That's why gift registries are so important," Haycox said. "It's convenient for everybody — the receiver gets what they want, the guest knows what it is they should buy, and the store is able to satisfy both customers."

Dallas, Texas-based Cookworks recently completed the design of its gift registry program, specifically developing a system taking alternative registries into consideration.

"We've taken the old bridal registry concept and broadened it. We're calling it The Gift Registry at Cookworks. We wanted to develop a program which would include people who want to celebrate their 50th wedding anniversary, register for same-sex marriages, or start china patterns for their daughter's bat mitzvah," Cookworks owner Charles Kehoe said. "We wanted to make it as easy as possible to register for any gift occasion."

Computer Age

Retailers have found today's consumers prefer computerized in-store and online registries over the outdated handwritten journals. New retailers are delving into computerized registries when they start up, while well-established companies have or are looking to computerize their programs and/or establish online services.

Sur La Table created its computerized registry system in 1999. Its initial offerings included in-store kiosks, as well as online links to a contracted bridal registry service. While the Web site lists the service as a gift registry, the link brings consumers to a bridal registry program outside the Sur La Table site. Haycox said they are reviewing the service and creating their own internal gift registry system to keep their customers within the Sur La Table Web location.

In addition to keeping registrants within www.surlatable.com, the change also provides more choices for customers.

"The listing is limited at Wedding Network. By moving everything to one location, we provide customers with more choices," Haycox said. "You'll still get the most choices if you go directly to the store."

Kitchen Etc.'s computerization program began two years ago with an in-store kiosk system which was recently expanded to their Web site. The system is fully integrated with the point-of-sale and inventory systems within the store.

"We are very unique in that you can register for something online and within an hour of registration, all those data points will be updated within the store," said John Petrucelli of Kitchen Etc.'s e-tailing division.

Adding the registry program to its online service provided instant results. Petrucelli said there was a significant increase in online sales as soon as the registry was added in July 2000 — as high as 60 percent at its peak. The online registry also increased store traffic with many customers beginning their registry online and completing it in the store.

"We've found that people are now making headers and creating their list online with a few things, and then they come into the store and complete the registration," McCarthy said.

Other technological advances in registry capabilities, including the addition of scanning guns in 1999, have increased sales for Kitchen Etc. McCarthy said, "We do notice that the grooms love the scan guns. They'll go register for tools and equipment they want using the gun which increases the registry."

Kehoe also plans to take his registry program online, but is first developing the in-store program. Kehoe is creating registry centers in his Santa Fe, N.M.; Bal Harbour, Fla.; and Dallas, Texas stores. The centers have their own identity with pale furnishings and individual computers making the Cookworks registry process an experience in itself. The Registry at Cookworks is now operational, but Kehoe said he plans a "major thrust" in promoting the system next month.

Make It Fun

One of the greatest things about gift registry is the fun factor. Registered guests have the opportunity to playfully create a wish list filled with items they've always wanted — from an expensive food processor to a tiny kitchen gadget to a special linen tablecloth. It's almost like an all-expenses paid shopping trip for them, albeit the gifts don't go home with them right away.

Haycox said an ideal candidate for personal gift registry is a person with self-confidence. That's a great way to promote it. Sell customers on their own self-worth.

"If someone is uncomfortable with the registry process, you just need to let them know it's okay to ask for what they want. There's no reason to be embarrassed," Haycox said. "You can also show them how much fun it is to take the scanner around [Sur la Table uses a Palm Pilot with Symbol Scanner]."

Keeping gift registry fresh in the minds of customers is an important aspect of a successful program. Remind customers of the registry service you offer while they are experiencing the product depth in your store. Signage throughout Kitchen Etc. invites customers to create a wish list for any occasion.

"Letting people know that it's okay is important," Petrucelli said. "People aren't sure they want to do it, but once they create a wish list, they love it. I think this is a service which will attract a lot of male shoppers who want to have some guidelines. Their word of mouth will promote it. I know I wish my wife would register."

Creating an atmosphere of fun around the registration process, as well as developing a program of getting those wish lists into the hands of friends, spouses, relatives, and coworkers is the key to a successful gift registry. To that end, some retailers are creating spaces dedicated specifically to gift registry.

"We have a section in each of our three stores dedicated to The Registry at Cookworks with special furnishings that are lighter in appearance. Each area has a computer and supporting technology for just that service," Kehoe said. "We're in the process of developing a portfolio for the registry that allows the registrants to take their occasion planners with them and create their own resources for the entire event. It will be a portfolio they can carry with them for three or four months, withstand multiple viewings, and be large enough to contain other data besides ours."

Helene M. Schmidt, owner of Kitchen Window in Minneapolis, Minn., said their registry was created for any event and is not referred to as a bridal registry. Their customers are encouraged by sales staff to register for gifts during holiday seasons throughout the year.

"People aren't going to turn around and hand out cards saying 'I'm registered for gifts here,' so it's up to us to let them know it's okay to register their wish lists with us and tell their friends about it," Schmidt said. "We have to let the customer know that it's okay — educating the customer is our best bet at this time."

Kitchen Window's registry is computerized, with access permitted by event date and name. Customers are prompted to use the service by placards placed throughout the store. Schmidt said an added service is the education her customers receive while registering.

"We go with them and use the scanner ourselves; we don't turn them loose in the store. We want them to know what they're registering for, so we make the registry process an educational event. For example, if they register for Wüstoff knives, we explain the quality and care. We find that the more we educate our customers, the more loyal they become."

Creating a system that gives customers control was important at Kitchen Etc. McCarthy's customers can access any registry without having to visit with a salesperson. But that doesn't mean registry guests go unnoticed.

"When someone comes in and gets a registry, it prints on purple paper," McCarthy explained. "Sales associates know there's a sale coming when they see people looking around with a purple paper, so they're eager to greet them. The paper also adds an element of fun to the service."

Sur La Table's theory on gift registry floor service is somewhat between that of Kitchen Window and Kitchen Etc. Haycox said, "What we try really hard to do is be there when they need help, but not be right there. There's a fine line between needing help and wanting help. Gift registry is a very personal experience."

Blow Your Horn

No one is going to register for gifts at your store if they don't know you have a registry program. Let your customers know what you offer every chance you get.

"We do a lot of advertising with a free-standing newspaper insert every two weeks and we also do bridal publications. We have a national campaign as part of Modern Bride," McCarthy said. "We also promote the registry during outside store events and are in the midst of running a honeymoon contest. Most importantly, we talk up the registry in the stores. Word of mouth is really important."

Cookworks recently completed a logo for its registry program and is beginning to advertise it.

"We create a quarterly four-color newsletter and this will be featured in the spring edition. We also hope to get editorial coverage and will support it with direct mail and advertising," Kehoe said. "We put a lot of money into our direct mail pieces to make them informational, as well as commercial."

Kitchen Etc. also emphasizes direct mail. As the holiday season approached, they continually promoted the modified gift registry with teasers leading up to a more in-depth explanation last month. The Holiday Gift Registry was also promoted online.

Sur La Table relies on in-store and online promotion, plus word of mouth. Haycox added, "We're not a big advertising consumer, we're more word of mouth."

Kitchen Window also places great importance on publicity and word of mouth.

"We have two lifestyle magazines in the Twin Cities area that run a list of stores that offer gift registry. We're included in those lists, so that's one way that we get the word out about what we're doing," Schmidt explained. "Even though we're a large store, we're a small store in a very large metropolitan area. We need to depend on word of mouth and free publicity in lifestyle and food magazines. Promotion like that is our best bet," he added.

Although advertising has not been a major focus for Kitchen Window's gift registry, Schmidt said that is about to change as the store's program will be available at www.kitchenwindow.com this year. Promotional plans include advertising and direct mail. Still, with limited resources, Kitchen Window places advertisements in regional lifestyle magazines.

By investing in, promoting, and maintaining a gift registry system aimed at each individual in their customer bases, retailers are discovering a new level of service to offer consumers. This new service has resulted in a foundation of loyal customers who've come to rely on their favorite store for all their gift needs.

Read more from our 2001 Gift Registry Series:

2001 Gift Registry Series, Part I

2001 Gift Registry Series, Part II