Marketing partners: Online wedding gift registry drives multi-channel sales
Online gift registries attract a base of shoppers who buy across multiple channels. But registries are particularly effective for web sites, where 80% of wedding gift purchasers buy through a registry, reports Feedback Research, a division of Claria Corp.
There’s a good chance that visitors to gift registries on wedding web sites will make a purchase online, Feedback says. Of visitors to wedding sites who bought gifts in the past 12 months, 34% purchased the gifts online, while the rest purchased through other channels, Feedback found.
In addition, Feedback found that 80% of those who purchased gifts online, bought their gifts from the bride’s and groom’s gift registry. Target.com, No. 13 in the Internet Retailer Guide to the Top 400 Retail Web Sites, had the most category shoppers use its gift registry—39.6%. It was followed by BedBathandBeyond.com (25.6%) and CrateandBarrel.com (13.9%), No. 95 and No. 82 in the Top 400 Guide, respectively.
In terms of repeat visits, the gift registry of Sears.com, No. 6 in the Top 400 Guide, led with the average visitor coming back 4.1 times, followed by Belk.com (3.6 times) and BedBathandBeyond (3.1 times).
48% of respondents said they would be purchasing a wedding gift within three months, with 43% of that group saying they planned to buy the gifts online.
For the study, Feedback analyzed traffic to wedding category sites between March 20 and June 20.
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