I have heard recently from some jewelry stores that they don’t think they need a wedding registry service because that allows them to concentrate on selling jewelry. A few thoughts on this:
1. We may be heading towards recession—just see today’s stock market sell-off. In a recession, people still get married and buy wedding gifts. They often stop buying non-wedding jewelry.
Fact: a wedding registry service is a good, recession-proof business.
2. A wedding registry service is a low-cost customer acquisition tool. A retailer in general pays, say, $30 to acquire a new customer via traditional marketing costs. A wedding registry reduces this cost because it turns registrants into a marketing vehicle for the store. Brides promote the store online, and they drive customers to the physical store. How often have I gone into a store to buy a gift for someone and left with something for myself? Too often to mention.
Fact: a wedding registry is a smart, cost-efficient customer acquisition tool.