Brands & Retailers Innovate To Attract Expectant Parents, Encourage More Baby Registry Sign Ups And Boost LTV

For first-time parents, knowing everything that will be needed once a baby is born can be overwhelming. Enter the baby registry. Baby registries let parents and guardians select all the items they may need, from breast pumps to cleaning services, and most expectant parents want their registries to be both easy to update and seamlessly shoppable. Amazon, buybuyBABY, Babylist and Crate & Kids are innovating with their registry options, making the registering and shopping process fun and easy and adding services that endure into parenthood.  Additionally, the first-party data gained from baby registries allows brands to re-engage consumers again and again, boosting advertising ROI and lifetime value.

Amazon Offers A Universal Registry, Completion Discount & Extended Return Window, Driving More Baby Registry Sign Ups For The Retailer

Amazon offers a universal baby registry, which allows people to choose items from any site and put them on their Amazon registries. This streamlined approach creates a true one-stop shopping experience, which is very onbrand for the mega retailer and can boost customer acquisition from those expectant parents who prefer easy, seamless shopping. Like many baby registries, Amazon offers a completion discount for any items left on the registry after baby showers and/or arrival, with an extra 5% off for Prime Members. Additionally, most items have extended return windows of 365 days, which is significantly longer than for typical Amazon purchases. Retailers that offer low shipping costs and easy returns are likely to realize higher conversion rates and more baby registry sign ups, especially with consumers who want flexible shopping experiences.

buybuyBABY App Makes Purchases Easier And Encourages More Baby Registry Sign Ups With Easy In-App Management

Convenience becomes a high priority as families grow, and apps that offer easy access to shopping are often considered necessities for new parents and guardians. buybuyBABY, long a favorite retailer for expectant parents, offers an app that buybuyBABY says helps those who register find “everything” they’ll need “from top brands to most-loved products — using our interactive checklist, [baby] registry collection starters and product guides.” 

Retailers able to capture app downloads from expectant parents can target those parents throughout phases and ages of raising kids, using push notifications and email campaigns for promotions related to birthdays and other kid-rearing milestones. Push and email marketing can also be used to drive more baby and wedding registry sign ups. Contact DMS to learn more about how we encourage app downloads and other desired consumer actions.

Babylist Prioritizes Helpful Content Marketing That Can Boost Brand LTV By Encouraging Baby Registry Sign Ups And Loyalty

To build brand loyalty and increase engagement, many brands and retailers create in-depth content that is helpful, informative and entertaining. Babylist, founded in 2011, offers a universal registry for parents and the option for gift givers to give expectant parents helpful services like dog-sitting and home-cooked meals. Babylist also provides a wealth of insightful content that goes beyond just selecting gifts. For example, Babylist created a calendar of blogs, videos, inspirational photos and checklists for expectant parents, detailing what to expect in each trimester. And, when it is time to register, the Babylist site supports decision making with “best of” checklists and sample registries, including luxury, minimalist, green, adoption and second baby lists.

Checklists can be a useful way for brands to gain first-party data that can be used for future outreach, targeting, sale completions or to boost baby registry sign ups. Natalie Gordon, founder and CEO of Babylist, leverages the buying habits of her customers to understand what parents want. “The baby market is completely unique as a retail segment; it’s tough to build long-term brand loyalty when your market is moving in and out of a specific lifestage,” said Gordon. “Since we’ve created a truly universal registry, we have a unique, bird’s eye view to the trends in new parenthood.”

Do you have strong content but not enough readers? A subscriber acquisition program can help build your database of enewsletter subscribers and fill it with hand raisers who opt in to hear from you. Contact DMS to learn more.

Crate & Kids Promotes In-House Design Services That  Offering Personalization, Boosting Baby Registry Sign-Ups And Customer Acquisition

The registry from Crate & Barrel brand Crate & Kids offers parents the opportunity to register for exclusive items from the popular home furnishings store, including new products from recent partnerships with primatologist Jane Goodall and HGTV designer Leanne Ford, with both partnerships promoted across social media platforms including Twitter and Instagram. In addition to planning their registries with Crate & Kids, parents can turn to Crate Design Studio for personalized design services, which the brand markets on the same page as the registry services. Upselling and cross-selling services can help capture the attention of consumers and create ongoing relationships, particularly for brands like Crate & Barrel that sell beyond baby items.

Personalization can be highly-effective, particularly with a strong brand, like Crate & Kids. When partnered with customer acquisition efforts, like the digital performance advertising solutions offered by Digital Media Solutions, personalization can prove to have even greater impact. 

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