Best Buy (NYSE:BBY) is hoping to capitalize on the sizable newlywed market with the launch of a new wedding registry that lets shoppers register for electronics in the same way they do for china and crystal.
The registry went live online on Feb. 17. Shoppers can also sign up on Best Buy's mobile app.
"Electronics and small appliances are as important to today's newlyweds as silverware and towels," said Wendy Fritz, Best Buy's head of gifting strategy. "The Best Buy wedding registry has the gifts that couples want and need–and that both brides and grooms can get excited about."
"Couples can create and manage their registry online at BestBuy.com/WeddingRegistry or through the Best Buy mobile app. By early April, in-store kiosks in all Best Buy locations will help registrants and gift-givers view and print wedding registry lists. Couples will also have the option of syncing their registry with MyRegistry.com and TheKnot.com," according to a Best Buy statement.
The Best Buy wedding registry offers access to nearly Best Buy's entire inventory, including brands such as Apple, Dyson, GoPro, Keurig, Nest, Beats, Sony and Samsung.
There's a group gifting option that allows users to contribute toward a larger item, like an Ultra HD TV or tablet; free shipping on all gifts, with no minimum purchase; and a one-time-use 10 percent off registry completion coupon for the couple.
More than 1.5 million couples register for wedding gifts each year, according to The Knot's 2014 Bridal Registry study. Most choose from just three retailers and one of the most popular, Target, also offers a selection of consumer electronics. Best Buy aims to snag a piece of this business, but it could be an uphill battle when starting from scratch. Additionally, the retailer's website has not yet been relaunched and suffers from legacy systems, developed in the early days of the internet before omnichannel retailing. The site even had trouble handling holiday traffic during Black Friday weekend.
-See this Best Buy press release
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