Brides to NPD: Make the Registry Easy

       

       

PORT WASHINGTON, N.Y.-A majority of brides responding to a survey by The NPD Group identified ease of use and convenience as hallmarks in their decision of which retailer to use for their bridal registries.

In results detailed in a report titled “Understanding Today’s Bride,” the responding brides said they find the registration process “stressful,” so ease is paramount to them. As easy-to-use website (83 percent of the participating brides), an easy registration process (79 percent) and an easy return/exchange process (76 percent) ranked high among the important factors in the decision of which registry to use. Eighty-one percent cited product selection and 79 percent said registries should have products to fit their styles.

NPD’s study also found that many brides are choosing to register at a variety of stores, three on average. In addition, universal registries—one-step online registries that allow brides to add items from multiple online retail sites to a single registry list—have emerged as an important option for brides.

“The convenience of having everything in one place, online for easy access, makes universal registries a popular option, especially among more mature (35 to 54) brides,” said Perry James, president of NPD’s home and office supplies division. James added that the Web continues to grow in influence for brides and that “retailers need to be on board.”