New Trends in How Young Families Register Their Products
Tuesday, April 18, 2017
Posted by: Lauren Schoener-Gaynor
The following story was written by Jean Chen, VP Marketing, Registria. Registria is an Associate Member of JPMA.
In today’s digital and mobile world, product registration has had to evolve significantly to adapt to consumer behavior and habits. People move more frequently – especially young families. Digital interaction, mobile access, and social media has become a way of life: 90 percent of people own a mobile phone, and people rely more and more on social channels for news. Because of these changes, consumers expect faster, more responsive, and more personalized interactions with the companies who sell to them.
At Registria, our modern product registration solutions have become the industry standard for the US consumer brands, appearing on 70% of major appliances sold in 2017. With our product registration database of 100+ brands, we have tracked the migration to mobile and social methods of product registration from paper and web with data from the past 10 years.Our annual Trends Report shows that when our mobile product registration, called Photoregister, is offered as an option to register, overall product registrations increases by 3 to 5 times.
In 2016, we launched our Chat to Register feature for Photoregister – which is integrated into Facebook Messenger. We saw that social messaging apps like WhatsApp, WeChat, and Facebook Messenger were becoming the norm for a younger generation to communicate, shop, and seek customer service and developed features to support this behavior.
So, who uses Chat to Register their products?
Here’s a preview of what our research uncovered.
Product buyers who use this method are some of the most valuable to consumer brands. They are young families who are building their nest and their wealth – a key customer segment for juvenile brands.
To learn more about how product registration behavior is changing, sign up for our Trends Report.
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