How Brands Are Expanding Gift Registries To Enhance Customer Appeal

How Brands Are Expanding Gift Registries To Enhance Customer Appeal
Retail

From charitable donations to unusual experiences, today's gift registries are expanding offerings to reflect consumer desires for gifting more than just physical goods, as well as their need for flexibility of choice

PSFK
  • 31 july 2018

Today’s consumers want it all, anywhere, any time. This applies to all industries and brands, including even more-often overlooked or very specific areas—like gift registries. Being able to give not just physical goods but also experiences and services is important to modern gifters, which is why currently brands are focusing on widening the scope and function of their registries to encompass a plethora of options.

From allowing customers to register for experiential, practical or philanthropic gifts as well as traditional products, this upgraded approach is an effort to create a personalized experience that is more reflective of the values of today’s consumers. Here’s how four brands are enhancing their registries to cater to customer demand:

Target × Honeyfund
Discount retailer Target has partnered with online honeymoon registry Honeyfund to allow customers to register for honeymoon experiences, in addition to popular household items. By visiting the Target website or the Target registry app, customers can now register for physical gifts and honeymoon experiences, such as swimming with dolphins, from a single destination.

The Good Beginning
The Good Beginning is an online registry service that allows customers to register for charitable donations in lieu of physical gifts. Their website streamlines the process of charitable gift-giving for guests and allows couples to track donations the same way they are able to track gifts in a regular registry.

Costco x MyRegistry.com
Club store Costco has partnered with online registry service MyRegistry to provide members with a universal gift registry so they can request everything they need, from big ticket items to practical bulk staples. Through the Costco website, customers can register for their wedding, baby shower or any other gift-giving occasion and select from Costco’s wide range of merchandise, giving them the option to request practical household staples, such as bulk toilet paper or diapers, in addition to a range of household items.

MarryMyCity
MarryMyCity is an online registry that allows couples to register with local businesses. Customers can request items made by local artisans or experiences offered by local businesses, such as cooking classes or theater tickets.

2018 is all about the consumer experience, and the direction of expansion for gift registries reflects this trend. For more about how brands are transforming their gifting offers, see PSFK’s report The New Gifting Experience.


Lead image: The Good Beginning via Facebook

Today’s consumers want it all, anywhere, any time. This applies to all industries and brands, including even more-often overlooked or very specific areas—like gift registries. Being able to give not just physical goods but also experiences and services is important to modern gifters, which is why currently brands are focusing on widening the scope and function of their registries to encompass a plethora of options.

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