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www.IndependentRetailer.com MANAGEMENT Reaching the
Bridal Market continued from page 105
Grappone saw the opportunity to create a gift registry dedi- cated to independent retailers and nonprofits. But there are other meth- ods to provide gift
registry
services to those looking to support their local economies without the assistance of on- line directories. Independent retailers, especially those re- tailing kitchenware, can build their bridal business now by following a few simple steps. With an average number of 151 gifts on a couple’s registry, ac- cording to The Knot, retailers
are encouraged to build their registry business through a fo- cus on outstanding customer service, in-store incentives and a convenient, enjoyable pro- cess. Below are a few tips in reaching these goals: 1) Help the couple pick
out products that fi t their lifestyle. As any store owner should do, get to know your customer. The greater the ef- fort you put in, the more likely you will gain a repeat custom- er. Couples looking to register don’t want to waste their wish list on items they won’t use. For instance, kitchenware retail- ers have the best opportunity to launch a successful regis- try as bakeware (91 percent)
and kitchen appliances (90 percent) are the most popular gift selections. So, ask couples about their culinary lifestyle and use their answers to help determine what they need. A few questions to ask include: How frequently will you pre- pare meals at home?; Who will be doing the cooking?; Do you enjoy entertaining?; Are you in- clined to assemble meals, rather than actually cook foods? 2) Help gift-givers envi-
sion the gift they are giving. Most wedding registries are on- line, providing customers with little chance to see the product before shipping. Independents, however, have the opportunity
continued on page 108
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106 April 2012 INDEPENDENTRETAILER
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