Retailers shift their ad spending from TV, radio and print ads to digital ads.
Although only 7% of online buyers have used wish lists, retailers who make registries available in stores as well as online can benefit from building lifetime relationships with registries’ most frequent users: the wedding crowd.
Only 7% of online buyers have created online gift registries or wish lists for the holiday season, according to Jupiter Media Metrix, and only 8% of online buyers have ever actually made a purchase from an online registry. Buyers haven`t yet embraced online registries, according to Jupiter, which reports that 74% of U.S. web shoppers have never even viewed or created one.
“They haven’t adopted online registries to research or purchase gifts despite the benefits online registries bring to ease the gift-buying process,” says Jupiter analyst Rob Leathern. “Multi-channel retailers looking to boost online registry usage-–especially during the holiday season-–must give consumers the ability to access registries in a physical location as well as online.”
Those that do so will benefit from higher sales, he adds, as the registry user audience has significant buying power over a lifetime. Registry users are ripe prospects for retailers, as the demographics of the most frequent registry users – females aged 25-34 – match the demographics of offline wedding registries. By capturing this group of buyers in the early stage of purchasing home products, retailers can cross-sell related products during the process of setting up a first home, Leathern says.