Rewriting the Rules of Registration
As more couples opt for registries that pay for honeymoons and down-payments, retailers are upping t
By Nola Sarkisian-Miller CTW Features
Bone china, pots and pans may still be the engine of wedding registries, according to 2005-2006 statistics from WeddingChannel.com, which found that tabletop and kitchenware are the two most demanded products on registries. What has changed is the gift-giving landscape as department stores vie with registries for honeymoons, charitable giving and home-purchase down-payments – newer options spanning the spectrum of romance to practicality for couples less enamored with housewares.
To stay current, department stores are proposing more enticements to woo the betrothed whether it’s a bonus luncheon or a hosted Web site. Bloomingdale’s throws private registry parties during non-store hours, such as a complimentary Sunday brunch, attended by cookware experts and registry consultants to help that dazed and confused couple navigate the needs of the kitchen. Dallas-based Neiman Marcus offers a registry with perks that includes lunch for two at the department store’s restaurant, a store “gold card” for a year, newsletters, free gift wrapping and reward points toward purchases and prizes.
Other stores are focusing on convenience and peace of mind for the bride, groom and guests. J.C. Penney offers free shipping on items priced at $49 or more and a 10 percent discount on remaining items left on the registry for up to one year. There’s also a 1-800 number couples can dial seven days a week from 8 a.m. to 12 a.m. (EST) to speak to “registry experts” should they have any concerns about their decisions.
Less than two years ago, Gump’s, the San Francisco-based purveyor of upscale home furnishings, accessories and jewelry, such as Limoges boxes and Murano glass, began offering the Gift Notification Program, which allows registrants to hold off receiving their gifts until after the wedding. The couple can keep what they registered for or re-allocate those dollars for something else like a piece of furniture or jewelry within 90 days after the wedding.
“This program gives couples the option to change their mind and eliminate the pressure of ‘Will I really like this?’” says Kathleen Mailliard Rende, manager of Gump’s gift registry, noting the program has been well-received. “About 90 percent of the registrants opt for this program.”
Retailers are also using the Web as a way to differentiate themselves from contemporaries. In January, J.C. Penney launched a revamped Web site, offering online service tools such as a guest list manager to maintain RSVPs and map out reception tables along with a budget calculator; those who register also receive a free wedding planner and complimentary photo at the department store’s photo studio.
No doubt, the words free and complimentary and service make it hard for couples not to say “I do” to registering for some crystal here and there.
“Traditional registries won’t go out of style,” says Marilyn Oliveira, senior editor of WeddingChannel.com. “Registering’s not just for couples, but also for the convenience of their guests. We see that couples are registering at multiple sites and including at least one department store.”
