Wooing Brides: Gift Registry 101
by Becky Tyre
The bridal industry is a lucrative market and you ‚Ä®can reap the benefits by having a wedding registry in your shop.
The first thing you see when you enter Melinda's Fine Gifts is a table with framed pictures of the couples who have registered at the shop in Picayune, MS. Owner Melinda Vitale Shaw says that after the wedding, the couple is presented with the frame as a thank-you gift.
The bridal registry at Something Special in Vincennes, IN, is integrated with the store's point-of-sale system, so the registering process involves scanning the items that the bride wants. Once a bride is registered, she gets her own shelf in the "bridal bays" area of the shop. A selection of items chosen is displayed along with a notebook that includes a report listing the couples' information, wedding and shower dates, item descriptions and a photo of each item. The reports are updated regularly as items are purchased.
Spread the word about your store's registry. Here are some ideas:
- Offer registry announcement cards.
- Promote current registries on your website, in company newsletters and on Facebook.
- Check engagement announcements in newspapers. Send a congratulations note to the couple and let them know about the services offered at your store.
- Offer a free gift with each new registry or a thank-you gift after the wedding.
- Network with other wedding vendors: florists, stationers, caterers and wedding consultants.
- Participate in bridal shows and expos.
- Offer free gift-wrap and delivery options.
- Provide the couple with a post-wedding list of purchasers and gifts, to make their thank-you note process easier.